Kraft claims US category first with real milk granola bar launch

By Ben Bouckley

- Last updated on GMT

Kraft claims US category first with real milk granola bar launch
Kraft Foods is launching what it claims is a category first, as it rolls out new MilkBite Milk & Granola bars in the US that contain real milk in a granola bar form.

Kraft said the 35g bars bars would be stocked in the dairy aisle or refrigerated case, where they contain real milk, whole grain granola and other ingredients such as fruit or roasted nuts. They are available in chocolate, strawberry, peanut butter, oatmeal raisin and mixed berry flavours.

Illinois-headquartered Kraft said that the products were designed to deliver the calcium of an 8 oz (236ml) glass of milk (30% of the US daily recommended value) and provide the whole family with a "wholesome alternative to existing bars" ​at home, school, work or "on the go".​ 

With a suggested retail price of $3.49, the bars (pictured) were also a good source of Vitamin D (10% of daily values) protein (5g), fibre (3g) and whole grains (7g) and did not contain any artificial flavors, colors or preservatives, Kraft added.

Food and beverage conglomerate Kraft is also trumpeting the fact that the bars do not contain high fructose corn syrup (HFCS).

Strong innovation pipeline

The firm said that it planned to launch a nationwide advertising campaign from February created by agency Droga5 New York, featuring a new fictional character, 'Mel the MilkBite', developed in conjunction with Jim Henson studios.

A visit to the Milk Bite Facebook page reveals a quote from Mel stating: "I'm part milk. I'm part granola. I'm completely confused."​ 

Kraft trailed Milk Bite at the Consumer Analyst Group of New York (CAGNY) conference in February, and even aired a commercial during its presentation for the range that includes the taglines: "It's a snack like nothing else" ​and "Find me in the dairy aisle, please".

Tony Vernon, president, Kraft Foods North America said that the firm was investing heavily in NPD, and that 9% of US revenues came from new products in (2011), compared to 6.5% in 2009. 

"Our innovation pipeline is the strongest I've seen, and I'm extremely excited about our great new products planned for this year,"​ he added.

Related topics: Kraft Foods, Markets, Ingredients

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