Kraft Virtually Launches More Than 70 New Products

Earlier this week, Kraft Foods Inc. showcased more than 70 new foods and beverages in an Internet-based virtual world at the 2007 Food Marketing Institute (FMI) Supermarket Convention in Chicago. Kraft is the first food and beverage company to team up with Today Show Food Editor & Contributor Phil Lempert on his exclusive "Phil's Supermarket" in the interactive online world of Second Life -- a three-dimensional Web site where residents create and name an online persona to interact in the virtual world. The Kraft food and beverage innovations unveiled focus on four key growth areas: health and wellness, premium taste, quick meals and snacking. "We are looking at our products through a new lens -- the eyes of the consumer," explains Rick Searer, president, Kraft North America Commercial. "By reframing our categories and focusing on four growing segments - health and wellness, premium taste, quick meals and snacking - our 2007 product innovations fit the dynamic lifestyles of our consumers." Although Phil's Supermarket will initially be stocked with Kraft products that are new to the market this year, the store will be stocked with 100,000 items from dozens of manufacturers by the end of the summer.