Kraft foods have come up with a new line of product portfolio to cater to the changing consumer needs, in order to survive in the highly competitive market. The whole product profile is based on providing convenience food and convenience packaging to the consumers. Kraft foods is going to launch Macaroni and Cheese in disposable packs, Country Time lemonade and Kool-Aid single-serve in stick packs and Kraft ‘to go’ packs containing Triscuits and Cheese. Apart from convenient packaging Kraft it is also make innovative products made form the existing Oreos brand and Capri brand. The former will be used to make Oreo Candy Bars and ‘Chocostix’, while the latter will be used in flavored water.
Kraft is trying to make its product consumer-centered as it is sending its marketers to shop with them, dine with them and even visit their homes to know what they want on the shelves. Well the investors can hope that by changing the product portfolio at the grassroots levels and placing the products of the consumers right in their hands.
