Kraft 2002 Annual Report Download - page 23

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Convenient Meals Grocery
•In ready-to-eat cereals, Post Honey Bunches
of Oats became the fifth-best-selling U.S.
trademark, with the successful launch of
Honey Bunches of Oats with Strawberries.
•Clight gelatin made its debut in Brazil and
Colombia and is available in many of the same
flavors as our popular Clight beverage line.
•Continuing to leverage our Nabisco acquisition
with successful co-branded products, in the
U.S. we introduced Oreo and Chips Ahoy! Jell-O
No Bake pies.
•We introduced a new Mediterranean flavor of
Miracel Whip in Germany.
•New advertising for A.1. steak sauce helped
increase our U.S. category share to 50%.
•In the U.S., Cool Whip frozen whipped topping
posted strong volume growth, driven by
successful holiday programming.
From breakfast to dessert and just
about everything in between, our
grocery sector has something for
everyone—from Post cereals to
Jell-O desserts, with A.1. steak
sauce, Grey Poupon mustard and
Kraft salad dressings, mayonnaise,
barbecue sauce and peanut butter
in between. Like we said, something
for everyone.
Revenues $4.7 Billion
Ready in minutes, not much clean-
up, lots of variety and taste, all at
a great price—that’s what the world
wants for dinner. And that’s just what
we offer, including It’s Pasta Anytime
and Kraft Fresh Prep meal kits;
DiGiorno, Delissio and Tombstone
pizza; Kraft and Mirácoli dinners and
Boca meat alternatives. Oh, and for
lunch we’ve got Oscar Mayer meats
and Lunchables lunch combinations.
•Our pizza business delivered another banner
year, led by double-digit growth from DiGiorno,
including the continued expansion of DiGiorno
Stuffed Crust pizza.
•We introduced Mirácoli O’Fino, a dry
packaged meal kit featuring both creamy
tomato and herb cheese flavors, in Germany.
•We made our first entry into the prepared-
potato category with Velveeta Cheesy Potatoes.
•Innovations in packaging technology helped us
increase volume, revenues and market share for
Oscar Mayer ready-to-serve bacon.
•It’s Pasta Anytime, our convenient meal solution
for smaller households, expanded with several
new sauce flavors.
•In 2002, Boca Original Burger became the
fastest-selling burger in the meat alternative
category.
•By launching a new pasta shape—SpongeBob
SquarePants—to a classic favorite, we
introduced a new generation of kids to
Kraft Macaroni & Cheese dinners.
Revenues $4.7 Billion Note: All revenues stated are net revenues
on a pro forma basis.