Kraft Foods (KFT), a US-based food maker, told the audience at an investor conference that it is making major changes to its product lines and the way it markets products.
As a result of shifting consumer demand, Kraft is increasingly focusing on health and wellness products. It has created four platforms for the sector, Weight Management, Nutrient Delivery, Performance Nutrition, and Natural and Organic, from which it will begin transforming its existing lines and launching new products.
The company has eliminated trans-fatty acids from its key brands like Triscuit and Chips Ahoy, and will begin selling them in smaller 100-calories packs that contain less than 3g of fat. It will also follow the lead of many other food companies and launch a new line of low carbohydrate foods, beginning with the CarbWell salad dressings. In Nutrient Delivery, Kraft is reformulating its Kool-Aid lines to include 100% of the daily values of certain nutrients and will launch a line of smoothies with increased calcium fortification.
The company is also launching a broad line of natural and organic foods through Back to Nature, a small natural cereal maker it acquired last year, beginning with cookies, crackers, pastas and cheeses. Management reaffirmed its financial outlook for the year despite the broad changes.
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