Kraft 2003 Annual Report Download - page 23

•฀Ritz,฀America’s฀number-one-selling฀cracker฀has฀an฀oven-toasted฀chip฀with฀less฀fat฀than฀regular฀fried฀potato฀chips.฀฀
฀ Since฀its฀introduction฀in฀August฀2003,฀Ritz฀Chips฀has฀achieved฀a฀2.8%฀share฀of฀the฀U.S.฀cracker฀category.
•฀New฀crispy,฀aromatic฀Pacific฀Soda฀Seaweed฀crackers฀helped฀grow฀total฀Pacific฀Soda฀share฀of฀the฀biscuits฀category฀in฀China.฀฀
฀ The฀cracker฀is฀well฀aligned฀with฀the฀health฀and฀wellness฀trend.฀
•฀There’s฀good฀news฀in฀nuts.฀Not฀only฀did฀consumption฀of฀Planters฀nuts฀in฀the฀U.S.฀grow฀double฀digits฀in฀2003,฀but฀a฀new฀฀
฀ heart฀health฀claim฀and฀a฀good฀fit฀with฀carb-conscious฀diets฀pave฀the฀way฀for฀future฀growth.฀
•฀The฀U.K.฀launch฀of฀fun฀and฀convenient฀Terry’s฀Chocolate฀Orange฀Segsations฀twist-wrapped฀chocolates฀drove฀a฀3%฀increase฀in฀฀
฀ U.K.฀confectionery฀volume.
•฀With฀its฀launch฀in฀September฀2003,฀In฀A฀Biskit฀crackers’฀new฀Vegemite฀flavor฀built฀on฀the฀strong฀Vegemite฀franchise,฀฀
฀ expanding฀it฀into฀the฀snacks฀category฀and฀capturing฀7.2%฀of฀the฀Australian฀flavored฀snacks฀segment.
•฀Ready-to-drink฀beverages฀continued฀their฀rapid฀volume฀growth฀in฀the฀U.S.฀with฀strong฀performances฀from฀new฀products,฀฀
฀ including฀Capri฀Sun฀Refreshers,฀packaged฀in฀an฀innovative฀bottle-can.
•฀We฀successfully฀launched฀Tang฀Plus฀fortified฀with฀vitamins฀and฀minerals฀in฀10฀developing฀markets฀in฀2003.฀
•฀In฀Brazil,฀we฀introduced฀Maguary฀Vit,฀a฀combination฀of฀three฀fruits,฀which,฀when฀added฀to฀milk,฀becomes฀a฀tasty฀and฀฀
฀ nutritious฀drink฀for฀the฀whole฀family.฀
•฀Our฀Maxwell฀House฀coffee฀easy-open฀Fresh฀Seal฀can฀in฀the฀U.S.฀eliminated฀an฀important฀“dissatisfier”฀in฀coffee฀–฀the฀need฀฀
฀ for฀a฀can฀opener.฀
•฀Designed฀especially฀to฀quench฀the฀thirsty฀Hispanic฀market,฀Kool-Aid฀Aguas฀Frescas,฀a฀new฀line฀of฀Kool-Aid฀powdered฀soft฀drinks,฀฀
฀ was฀launched฀in฀the฀U.S.฀
•฀In฀France,฀Carte฀Noire฀Voluptuoso฀soft฀pods฀offer฀the฀deep฀Carte฀Noire฀flavor฀topped฀with฀a฀smooth฀foam.฀It’s฀designed฀for฀฀
฀ the฀coffee-machine฀owner฀looking฀for฀on-demand฀convenience.
•฀Kraft฀Singles฀with฀“Double฀the฀Calcium”฀taps฀into฀parents’฀need฀to฀get฀more฀calcium฀in฀kids’฀diets.฀Its฀debut฀in฀the฀U.S.฀฀
฀ helped฀grow฀consumption฀by฀more฀than฀four฀points฀and฀share฀by฀nearly฀two฀points.
•฀Introduced฀in฀the฀second฀quarter฀of฀2003฀in฀the฀U.K.,฀Ireland฀and฀Italy,฀Philadelphia฀Minis฀offer฀four฀individually฀sealed฀tubs฀of฀฀
฀ cream฀cheese฀in฀one฀package฀–฀perfect฀for฀a฀fresh฀and฀portable฀snack.฀It฀helped฀increase฀U.K.฀Philadelphia฀share฀by฀2.5฀points฀฀
฀ to฀more฀than฀60%฀for฀the฀year.฀
•฀Designed฀for฀easy฀use,฀new฀Kraft฀Cracker฀Cuts฀feature฀18฀pre-cut,฀cracker-sized฀slices.฀This฀innovation฀has฀helped฀grow฀฀
฀ the฀natural฀cheese฀business฀and฀maintain฀our฀number฀one฀branded฀share฀position฀in฀chunk฀cheese฀in฀the฀U.S.
•฀Launched฀in฀Australia฀in฀August,฀two฀new฀Kraft฀Individually฀Wrapped฀Singles฀flavors฀–฀Swiss฀Style฀and฀Tasty฀Style฀–฀have฀captured฀฀
฀ 5.6%฀of฀the฀singles฀segment.
•฀Introduced฀in฀the฀U.S.,฀Jell-O฀Smoothies฀–฀a฀wholesome,฀100-calorie฀treat฀–฀is฀the฀first฀fruit-based฀product฀from฀the฀Jell-O฀brand฀฀
฀ and฀the฀first฀packaged฀smoothie฀you฀eat฀with฀a฀spoon.฀
•฀In฀2003,฀Kraft฀Canada฀launched฀Miracle฀Whip,฀Miracle฀Whip฀Light฀and฀Miracle฀Whip฀Hot฀‘n฀Spicy฀Dressing฀in฀an฀easy-to-use฀฀
฀ upside-down฀squeeze฀bottle.฀
•฀In฀the฀fast-growing฀nutritional฀and฀energy฀bar฀category,฀we฀took฀our฀most฀popular฀Balance฀sub-line฀in฀the฀U.S.฀and฀extended฀it฀฀
฀ with฀the฀launch฀of฀four฀great฀Balance฀Gold฀Crunch฀items.
•฀A.1.฀Chicago฀Steakhouse฀Marinade฀has฀become฀the฀number฀one฀item฀in฀the฀brand’s฀marinades฀line฀and฀one฀of฀the฀top฀selling฀in฀฀
฀ the฀category.฀In฀the฀U.S.,฀A.1.฀Marinades฀consumption฀is฀up฀nearly฀35%,฀and฀share฀is฀up฀about฀two฀points.
•฀In฀Brazil,฀we฀recently฀introduced฀Fresh฀Gelatin,฀using฀a฀hybrid฀sweetener฀system฀that฀delivers฀more฀servings฀per฀easy-to-use฀pouch.฀฀
฀Fresh฀Gelatin฀is฀available฀in฀four฀flavors฀–฀strawberry,฀lemon,฀pineapple฀and฀grape.฀
•฀Since฀its฀U.S.฀national฀introduction฀in฀April,฀Oscar฀Mayer฀Deli฀Style฀Shaved฀Ham฀&฀Turkey฀has฀gained฀a฀dollar฀share฀point฀of฀฀
฀ the฀large฀cold฀cuts฀category.฀The฀fast-selling฀Deli฀Style฀Shaved฀line฀will฀be฀expanded฀in฀2004.฀
•฀Kraft฀acquired฀Back฀to฀Nature฀cereal฀and฀granola฀in฀the฀U.S.฀as฀a฀platform฀for฀expansion฀into฀a฀range฀of฀fast-growing,฀natural฀and฀฀
฀ organic฀food฀categories.
•฀Lunchables฀Fun฀Fuel,฀a฀new฀nutritionally฀balanced฀meal฀combination,฀drove฀Lunchables฀U.S.฀pound฀share฀to฀more฀than฀89%.฀
•฀Since฀its฀U.S.฀national฀launch฀in฀April,฀Boca฀Rising฀Crust฀Supreme฀Pizza฀has฀become฀the฀number฀one฀item฀in฀dollar฀share฀in฀the฀฀
฀ meat฀alternatives฀pizza฀segment.฀
•฀Dairylea฀Lunchables฀Pitta฀Pouches฀launched฀in฀the฀U.K.฀and฀is฀available฀in฀regular฀and฀Funpack฀formats.
•฀Our฀Kraft฀Dinner฀Macaroni฀and฀Cheese฀continued฀its฀leading฀performance฀in฀Canada,฀with฀2.4฀points฀of฀pound฀share฀growth฀and฀฀
฀ a฀6.6%฀jump฀in฀consumption.
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