Cookies and crackers are a mature category with slow growth. Private label has been strong in the cookie category, a trend Mintel expected to continue for the next few years. Kraft Foods leads the category with its powerhouse Oreo and Chips Ahoy! brands.
Kraft is reentering the breakfast market with belVita Breakfast biscuits. National rollout of belVita — which Kraft has sold in Europe for the last decade and started selling in the United Kingdom last year — will begin this February to 90,000 U.S. retail locations.
Kraft Foods said it will continue to serve as official partner of NASCAR, while two of its brands will continue to serve as associate sponsors for Stewart-Haas Racing teammates Tony Stewart and Ryan Newman in the NASCAR Sprint Cup Series.
Kraft Foods chairman and CEO Irene Rosenfeld said that taking the company's performance to the next level required "a bold approach," referring to last month's announcement to split the business into two independent, publicly traded entities.
Harris Interactive on Thursday released the 2010 results of the first annual "Youth EquiTrend" study, which asked 8-to-24-year-olds to rate brands on several key elements of brand equity, including familiarity, quality and purchase consideration.