Kraft Foods unveiled 11 CarbWell brand low-carb foods at the Food Marketing Institute Show in Chicago this week.
The brand, launched earlier this year as part of Kraft’s Health & Wellness initiatives, piggybacks existing Kraft brands including SnackWell’s and Post Cereals. Snacks and cereal bow this summer; salad dressings are already on-shelf.
Now shipping: SnackWell’s CarbWell Fudge Brownie, Fudge Striped and Fudge Grahams cookies (9 grams or fewer) and Balance CarbWell Nutrition Energy Bar in two flavors (2 grams). In June, Kraft debuts Post CarbWell Cereal in Cinnamon Crunch and Golden Crunch (9 grams) and Post CarbWell Cereal Bars in three flavors (9 grams), and A-1 CarbWell Steak Sauce (1 gram) which joins Kraft CarbWell BBQ Sauce (3 grams) and carb-free salad dressings (four flavors) now on-shelf.
“Consumer response to CarbWell has been terrific,” said Director of Health & Wellness Jennifer Beck in a statement. “People appreciate that we’re carving a new niche within the lower-carb arena, offering familiar foods that are also a good value.”
Other health-driven launches include Crystal Light Sunrise, (low-cal, low-carb) and low-cal Kool-Aid Jammers; and two new flavors of Lunchables Fun Fuel Lunch Combinations Pile-Ups, which follow USDA Food Guide Pyramid guidelines. Convenience-food launches include Kraft On the Go single-serve pasta in three flavors, and DiGiorno Complete Meal dinner kits with pasta, chicken and sauce.
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