Kraft 2002 Annual Report Download - page 22

The world is moving fast and,
more than ever, reaching for a snack
along the way. Whether it’s Nabisco
cookies and crackers, Balance
energy bars, Planters nuts or Milka
chocolates, we have great-tasting
snacks in convenient, portable
packages to help people eat on
the run without losing a step.
•Our ready-to-drink beverages continued
their double-digit growth in the U.S. with
strong performances from Capri Sun and
Kool-Aid Jammers.
•Ice Presso ready-to-drink coffee, already popular
in Austria, made its debut in Germany, Greece
and Sweden under the Jacobs and Gevalia brands.
•Available in 38 flavors and formulated to meet
local nutritional needs, Tang is now sold in
more than 78 countries.
•In the U.S., we introduced our innovative Fresh
Seal technology and new packaging graphics
on Maxwell House and Yuban coffees.
•New Jacques Vabre Mastro Lorenzo premium
coffee pods made it easier for French coffee
drinkers to use their espresso machines.
•In Canada, Crystal Light expanded its portfolio
to include convenient single-serve pouches.
•In Mexico, we extended our popular Clight
brand with three new flavors in a convenient
ready-to-drink form.
•Kraft maintained its No.1 dollar-share position
in the U.S., where annual per capita cheese
consumption is more than 30 pounds.
•Continuing our efforts to meet nutritional
needs around the world, we expanded
calcium-fortified cheese products in Asia.
•Responding to local tastes and preferences,
we added new Philadelphia cream cheese
flavors in Europe, including light varieties.
•With the introduction of an apples-and-
cinnamon flavor of Knudsen and Breakstone’s
Cottage Doubles, we continued our
revitalization of the cottage cheese category
in the U.S.
•In the U.S., we launched innovative new
packaging for Kraft Natural Shredded Cheese.
•We launched Philadelphia Marble Brownie,
the newest flavor in our successful U.S. snack
bar line.
Beverages Cheese
Revenues $5.8 Billion Revenues $5.3 Billion
From sun-up to sundown,
from Tokyo to Topeka, Kraft has
beverages that refresh, soothe and
help people meet their nutritional
needs. It might be Tang fortified
with vitamins and minerals, Capri Sun
Big Pouch, or Maxwell House, Jacobs
or Carte Noire coffee. Whatever
people need, we have just the right
beverage for them.
The world wants great taste and
the world needs more calcium. Kraft
cheese delivers both. Kraft is the
global leader in cheese because we
know how to customize it—in all its
flavors and forms—to meet local
preferences around the world. From
Kraft Singles and Shreds to Cracker
Barrel and El Caserío, Kraft makes
the cheese that people love to eat.
Snacks
•New Double Delight Oreo helped drive Oreo,
the world’s best-selling cookie brand, to an
all-time U.S. category share of 14.4%.
•In September, we acquired Kar Gida, a leading
salted-snacks producer in the key developing
market of Turkey.
•With the introduction of Altoids Sours, we
extended the “sours” category to adults and
strengthened our “curiously strong” franchise.
•We made snacking more convenient with
Go Paks cups—innovative packaging for
Nabisco cookies and crackers that fits into
car cup holders.
•Our acquisition of Lanes Food Group gave
us control of key Nabisco biscuit brands
in Australia.
•We expanded Club Social throughout much
of Latin America—and in Brazil, where it’s
only in its third year, Club Social is already
the No. 1 cracker.
•Chips Ahoy! Cremewiches were the best-selling
new chocolate chip cookie introduced in the
U.S. in 2002.
Revenues $9.1 Billion