Kraft Launches MilkBite, belVita

New kinds of snack bars hit store shelves

Published in CSP Daily News

NORTHFIELD, Ill. -- Kraft Foods has officially rolled out Kraft MilkBite Milk & Granola Bars. Found in the refrigerated dairy aisle, each Kraft MilkBite Bar combines real milk with whole grain granola and other ingredients such as fruit or roasted nuts, while providing the same calcium as an eight-ounce glass of milk.

"With MilkBite, we saw an opportunity to change the status quo and introduce milk into snacking in a whole new way," said Michelle Lorge, senior brand manager for Kraft MilkBite. "By combining real milk and other wholesome ingredients, we designed MilkBite to help satisfy the demand for snack options that are better for you and also taste great."

Kraft MilkBite Milk & Granola Bars are made with real milk 30% of the daily recommended calcium. They are also a source of vitamin D and fiber, include protein (5g) and whole grains (7g) and do not contain any artificial flavors, colors or preservatives.

The product is available in five flavors--Chocolate, Strawberry, Peanut Butter, Oatmeal Raisin and Mixed Berry.

Consumers will be introduced to Kraft MilkBite Milk & Granola Bars via a national advertising campaign created by Droga5 New York. The integrated campaign includes TV commercials and a digital presence featuring a new brand mascot, "Mel the MilkBite," developed in conjunction with Jim Henson's Creature Shop.

Mel is a humble Kraft MilkBite Bar--part milk, part granola--stuck in an existential crisis, the company said. As Mel searches to understand his identity, viewers are invited along for the ride, witnessing Mel on a blind date, at a book club meeting, in conversation with his parents and video blogging from the dairy aisle.

Kraft MilkBite Milk & Granola Bars can be found in the refrigerated dairy aisle for a suggested retail price of $3.49.

Meanwhile, Kraft has also introduced belVita Breakfast Biscuits--lightly sweet, whole grain crunchy breakfast biscuits, specially developed to provide nutritious sustained energy to fuel your body for the whole morning. The new product hit store shelves nationwide this week in the cookie/cracker aisle.

To help Americans fuel up in the morning, Kraft Foods worked with nutritionists to create belVita Breakfast Biscuits, which provide nutritious sustained energy. The sustained energy release results from a combination of ingredients and a baking process that helps preserve the integrity of the grain so that the carbohydrates are slowly released in the body.

Each individual package of four biscuits is portioned for breakfast, has 18-20g whole grains per serving and is a good source of fiber and four B vitamins. Additionally, belVita Breakfast contains no high fructose corn syrup, no partially hydrogenated oils, and no artificial flavors or sweeteners. belVita Breakfast Biscuits can be enjoyed as part of a balanced breakfast with a piece of fruit and a serving of fat-free or low fat dairy--such as a banana and a yogurt. belVita Breakfast Biscuits are available in Blueberry, Golden Oat and Apple Cinnamon.

Northfield, Ill.-based Kraft Foods is a global snacks company marketing biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2010 revenue of $49.2 billion; 12 of the company's brands--Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Tang and Trident--generate revenue of more than $1 billion annually.