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Kraft Wants to Prove It Can Innovate by Unveiling Slew of Even-Easier-to-Use Products

Advertising Age, May 5, 2008 — Kraft Foods, which has made a business out of making meals easy, has heard from consumers that its products still weren't easy enough. And so Kraft is preparing to unveil to grocers some 80 new products at the Food Marketing Institute show in Las Vegas next week designed to appeal to even the laziest Americans.

The launches come as the company negotiates a complicated turnaround. It is beset with an unwieldy portfolio, old-but-storied brands and sky-high commodity costs. In order to hold prices and still drive demand, Kraft has boosted marketing spending, reformulated products such as Maxwell House and Oscar Mayer franks, and attempted to make its products more convenient and portable.