Oscar Mayer simplifies with Selects line extension

by Staff
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MADISON, WIS. — Oscar Mayer, a business unit of Kraft Foods Inc., is expanding its Selects product line, a portfolio of meat products that do not have artificial preservatives, flavors or colors. The line of products features bacon and cold cuts, and builds on Selects hot dogs, which were introduced in March 2010.

“Our goal is to have 20% of our portfolio made with no artificial preservatives by 2015,” said Heather Buettner, senior director of new product development at Oscar Mayer. “The consumer response to Selects hot dogs was simply astounding.”

The extension of the Selects line is part of a broader initiative at Oscar Mayer to capitalize on the simple label trend.

“Listening to our consumers, and finding better ways is just the way we do business,” Ms. Buettner said. “More and more, consumers today want simple, everyday ingredients they know and trust. They want food they can feel good about that is affordable and easy to find. That’s why we’re bringing these new choices to the meat case and offering them at everyday prices in everyday stores.”

In her comments, Ms. Buettner added that Oscar Mayer’s efforts to give consumers “food they can feel good about” extends beyond ingredients. She noted that the company is working to find better ways to keep animals healthy and in a safe environment while treating them with respect.

“Our consumers expect this from Oscar Mayer and our famous yellow band, which has always signified quality you can trust,” she said.

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