The company has used the same powder for popcorn, and said the advantages it gives biscuits is that it can replace buttermilk powder and vegetable shortenings to extend shelf life.
Andrew Scribner, Kraft's VP and GM, said cream cheese also has the advantage that it does not have to go through any ethical certifications, like the RSPO for palm oil, which is often used in industrial biscuits.
In terms of health benefits, cream cheese is higher in protein and lower in cholesterol per serving to buttermilk, he said.
Clean label ≠ healthy
Scribner added cream cheese is a 'clean' product by nature because its production process is farm-to-table.
However, “clean label doesn’t necessarily mean healthy,” he noted.
The company’s ingredient division officially changed its name from Kraft Food Ingredients to Kraft Heinz Ingredients after its $40bn business merger with Heinz.
In addition to applying Kraft’s existing business model to Heinz’s portfolio, the acquisition has helped KHI leverage its scale as a bakery ingredient provider, said Scribner.
“Right now, our business is focused on cheese, but we’re trying to go beyond that. We want to expand our reach and breadth of cheese ... to explore where else we can use it.”
KHI said it is currently a “fun time” for its business and anticipates mid-single digit growth by the end of 2017.