Is the nation’s recession affecting new food product innovation? At least one major processor, Kraft Foods Inc., Northfield, Ill., will ease off the pedal when it comes to ideas that are completely different.
Crain’s Chicago Businessprofile noted that Kraft already has introduced as many as 20 new offerings this year including salad dressing, coffee, pudding and frozen microwaveable Oscar Mayer deli sandwiches. A company spokesperson told Crain’s Kraft also will build on other new offerings such as Oreo Cakesters and Bagel-fuls, frozen cream cheese-filled bagels.
Kraft CEO Irene Rosenfeld noted, “You will see lots of new products - they are the lifeblood of our business - but you will see them in the context of platforms and ideas that have essentially already been proven in the marketplace.”
In the news: Kraft prefers proven new product platforms
March 6, 2009