Kraft Foods rolls out New Year's strategy

by Bryan Salvage
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NORTHFIELD, ILL. – Kraft Foods said it plans to deliver more than 20 new foods and beverages in the first few months of 2010 that boast trendy, restaurant-inspired flavors.

"We are focused on the consumer from the moment we first dream up a new product to the time it hits store shelves," said John Li, director, Culinary Center, Kraft Foods. "We start with a deep dive into consumers' eating habits and flavor preferences. It's part art and part science, but ultimately, our goal is to create the best and most flavorful products possible."

This year Kraft is taking a cue from the top 10 flavors consumers would like to see more often on restaurant menus.

"Many of our new items reflect consumers' interests in bold flavors, especially those that are Italian-inspired or have a Mexican flair," Mr. Li said. "Hot and spicy is big so chipotle and garlic are key flavor notes while berry-infused items remain on-trend. The increasing desire for bolder flavors is not limited to a single age group. Everyone is asking for more adventurous taste experiences."

Since bacon is a hot trend at restaurants (according to a recent Kraft Foods survey of 4,500 restaurants, bacon is one of the fastest growing menu items), Kraft plans to launch Oscar Mayer Super Thick Cut Applewood Smoked Bacon early this year.

Chipotle and spicy flavors star in a new line of Kraft Sandwich Shop Mayo reduced-fat mayonnaise including Chipotle, Garlic and Herb and Horseradish-Dijon (made with Grey Poupon mustard) varieties, featuring half the fat and calories of regular mayonnaise.

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