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Kraft: Meat has been largely absent from healthy-protein snacking

By Kacey Culliney+

22-May-2014
Last updated on 22-May-2014 at 16:46 GMT

'Meat has been completely absent from the health-protein snacking space,' says Oscar Mayer's vice president of marketing
'Meat has been completely absent from the health-protein snacking space,' says Oscar Mayer's vice president of marketing

Kraft Foods has developed a high-protein snack with a meat component to tap into a space in healthy-protein snacking that it says has been missed.

The Oscar Mayer refrigerated P3 Portable Protein line, which took Kraft two years to develop, is made up of three compartments – Oscar Mayer meat, Kraft cheese and Planters nuts.

Initially launched in February this year, Kraft Foods showcased the line at Sweets & Snacks Expo in Chicago this week.

Speaking to BakeryandSnacks.com about the line’s potential, vice president of marketing at Oscar Mayer Joe Fragnito said that meat – often considered synonymous with protein – had been forgotten in the $19 billion protein snacking category.

“[Meat] has been largely absent from the conversation, and completely absent from the healthy-protein snacking space, which is where the growth is in the category,” he said.

He said there was a “massive opportunity” in healthy-protein snacking, and the credibility of each brand in the snack pack gave the company a great chance to take advantage of that.

P3 Protein packs

Each snack pack contains 13-14 g of protein, making them an ‘excellent source’. The range includes a variety of meats from turkey breast to ham, different cheeses from reduced fat cheddar to marbled Colby & Monterey jack cheeses, and a mix of peanuts and almonds. Each ingredients comes in a separate compartment, accessed by a peel-back lid.

Asked where the company considered the snack fitting in to the wider category, Fragnito said it offered something different to Greek yogurt, protein bars, string cheeses and smoothies and appealed to consumers looking to get a protein boost. However, he acknowledged that these products remained its competition.

“P3 Portable Protein packs are designed for the active person looking for a protein-packed snack to help keep them going strong. We believe these products have truly broad appeal, but we do anticipate high interest from men,” he said.

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