While Kraft’s 2013 innovation pipeline is dominated by line extensions - rather than blue sky innovation or entirely new product formats - it refreshes pantry staples with bolder flavors and capitalizes on trends towards healthier choices, flexible meals and 'customizability'.
Commenting on the first wave of new products launched since Kraft became an independent public company in October, Barry Calpino , VP, breakthrough innovation at Kraft, said: "Bland and boring do not cut it anymore.
“We're seeing an all-out quest for fun, passion and adventure in food and beverages as people embrace a multitude of global and regional flavors. Culinary experimentation is 'in,' so everyone wants the flexibility to customize their food.
"Our latest innovations are fun, great-tasting products that meet those needs and are in sync with today's lifestyles."
New brand extensions include:
Miracle Whip: New dipping sauces: Smokin' Bacon Ranch, Kickin' Onion Blossom and Sassy Sweet Tomato.
Philadelphia: New Spicy Jalapeno Cream Cheese, and Cinnamon and Dulce de Leche Caramel variants.
Kraft and Polly-O String cheese: New Cracked Black Pepper, Italian Style Pizzeria and Sweet BBQ varieties.
Planters: Look out for a new Cherry Chocolate flavor NUT-rition Peanut Butter and three new Sustaining Energy Mixes.
A.1. Dry Rubs and A.1. Marinade Mixes: Look out for new Chipotle BBQ, Tomato & Chili Pepper and Cracked Peppercorn flavors.
Kraft Anything Dressings: Watch out for a new Zesty Lime Vinaigrette.
Oscar Mayer: Watch out for new Jalapeno and Bacon options for Bologna and new Carving Board Pulled Meats, which combine spice blends with pulled pork that has been slow smoked with natural hardwood.
Velveeta: Watch out for new Cheesy Casseroles in Chili Cornbread, Chicken Pot Pie and Shepherd's Pie varieties plus new flavor combinations for Cheesy Skillets Dinner Kits.
Kraft Fresh Take cheese and breadcrumb mix: New flavors include Smokey Mesquite BBQ, Spicy Chipotle Cheddar and Classic Four Cheese.
MiO and Crystal Light liquid water enhancers: MiO will include a new Cherry Blackberry variant and Crystal Light Liquid will debut with six flavors: Mango Passionfruit, Strawberry Lemonade, Blueberry Raspberry, Iced Tea, Peach Bellini and Pomtini.
Tassimo: Tim Hortons coffee is now available in T Discs.
Cool Whip frosting is now available in the freezer aisle.
Jet-Puffed Mallow Bites: Will include new fruit-flavored, ice cream cone shaped and brownie bite mini-marshmallows.