Tag Archives: Kraft Foods

Kraft Singles

Do not be swayed by near future ad buys for Kraft Singles, for they are both tasteless and evil, and lower the standards for all things good about quality cheese.

Kraft is suffering from lagging growth as consumers switch to cheaper store brands, costlier gourmet-style products or more innovative offerings from competitors like ConAgra, Hormel and Procter & Gamble. To help reverse its falling fortunes, Irene B. Rosenfeld, the chief executive of Kraft Foods, is increasing the company’s huge marketing budget — estimated at $1.4 billion a year — by $300 million to $400 million.

The primary goal of the spending increase is to persuade consumers that Kraft’s venerable products can meet their changing needs. A case in point is Kraft Singles sliced cheese; Kraft will devote a campaign that begins today to the glorification of the grilled cheese sandwich.

The television, online, print and retail campaign carries the upbeat theme “Have a happy sandwich.”

If you truly want a happy sandwich, buy real cheddar. You can thank me later.

Kraft does something right!!! HFCS and the “All-Natural” label

My heart – It’s all a flutter!

My beliefs in corporate responsibility have been challenged!

My faith in Kraft has been restored!

Well, not really. I’ve never had faith in Kraft. But they have done a good thing recently which should be addressed.

Some of you out there may have heard about the woman from Florida who recently filed suit against Kraft over their Capri Sun product. Her contention was that Capri Sun’s use of “All Natural” on their label was deceptive and misleading, due in large part to the vast amount of man-made high fructose corn syrup used in making the children’s drink.

Today, Kraft responded to the news and subsequent bad publicity by announcing that within two weeks time, they will start producing labels without “All Natural” on the package. Of course they also say that this has been in the works for the past year, and that this announcement is not a direct response to the lawsuit. This seems logical to me, but a tad coincidental.

At any rate, Kraft is doing the correct thing here. High fructose corn syrup is a man-made product. It’s use in a product seems to run counter to the “All Natural” ideal.

Isn’t that right 7up?

tags technorati : Kraft High Fructose Corn Syrup

Dear Kraft…Um…about your guacamole

Dear Kraft,

I realize that not many people can read or write the Aztecan language of Nahuatl. But it’s worth remembering that the term ‘guacamole’ comes from that historic language.

And if you dig just a bit deeper, you can find out that ‘guacamole’ is a hybridization of the Nahuatl term AhuacamOlli/ahuaca-mulli, which literally translates to avocado (Ahuacatl) sauce (mole/mulli).

So yeah, when you don’t put avocados in our avocoado sauce, you’re bound to tick off a few of us, not to mention it makes you look a tad bit uncaring because you’re not really following the spirit of the consumer trust, even though you’re following the letter of the law.

Oh, and just because other companies do it doesn’t mean you have to. If Mission Brands jumped off a bridge, would you jump off as well?

Just thought you should know.



Technorati Tags: Kraft, Guacamole

Kraft Grate-it-Fresh : A Review in Pictures

I received the Parmesan cheese that was offered by the Kraft Intern (as mentioned in this post). I realize that others have reviewed this product, but what they’ve written bears repeating.

In short, this product pictured to the right should be avoided.

I know, I know. My bias against Kraft is clearly showing, and by all means should be taken into account when you readers out there mull over my words. This is why I am trying my darndest from saying phrases such as “tastes like sawdust” or “Parmesan made with skim milk? What were they thinking?”

As taste can be subjective, I’m going to refrain from voicing my personal feelings towards the quality of the product (*cough* tasteless *cough*), and instead appeal to the more ecological and environmental impact of this grated cheese product.

The selling point of Grate-it-fresh is that a consumer can grate their own cheese, straight out of the package. The idea is that it’s the act of grating the cheese that affects the quality of the product. As Adam the Intern wrote in that e-mail, “It’s kind of like bringing that authentic Italian restaurant feeling home to the family.”

Yeah, I know. I don’t quite understand that either. Call me crazy, but what makes an ‘authentic Italian restaurant feeling’ is high quality food products prepared via simple methods with great care. But hey, that’s me.

The travesty of the product comes when you read the package. None of grater is re-usable. Kraft doesn’t recommend washing the grater in the dishwasher, nor do they recommend re-using the grater after all the cheese within the product has been used.

What this means is, after a consumer is done with the Kraft product, they end up with…not one, not two, but five separate pieces of plastic (pictured below) which must go into the garbage.

Compare the picture above with the one below.

This piece of parchment paper is all that remains behind after consuming a piece of parmesan cheese from the local Italian Deli I frequent.

This dichotomy is a wonderful representation of what is wrong with the mega-food corporations. Here they have taken a simplistic piece of parmesan cheese, and complicated it by adding an extensive non-reusable, plastic package. Kraft is clearly trying to solve a problem that doesn’t exist, and in doing so is adding to a well-established one.

Besides, an investment of fourteen bucks on Amazon can take care of your cheese grating needs for the next ten years.

My advice? If you see the product pictured below, walk on by.

Instead, maintain a tradition that has served us well for as long as anyone can remember.

Technorati Tags: Product Review, Kraft, Grate-it-Fresh

When Kraft comes a callin’

Talk about Karma! Look what popped into my inbox on my Birthday last week:

Hi Kate,
Let me first start off by saying that I’ve read a ton of blogs recently, and it’s really fun to get stories, info, or pieces of advice that are as insightful, relevant and/or funny as those on your site.

My name is Adam Xxxxxx, and I’m working as a summer intern at Kraft Foods developing a new product this summer called “Grate-It-Fresh” Parmesan Cheese. I’ve spoken with a lot of people who I think might enjoy this product (mom and bridge club included), and asked them whose opinion they respect either on-line, on T.V., in print, etc, and your name / site came up in conversations with a large number of them. I not only asked about whose advice they listen to regarding “food”, but also whose voice they would consider a good source about parenting, travel, music, all kinds of new products, and the general trials and tribulations of life .
I’m interested in getting as much feedback as possible about the product I’m helping to develop, and I’d like to send you a free sample to get your thoughts / opinions. If you like it, great, feel free to spread the word. If there are opportunities to make it better, I’d encourage you to let me know what those opportunities are.

A little more about the product I’m so fired up about…Think about how cool those fresh pepper crackers are, that when the bottom is twisted out pops freshly cracked pepper. “Grate-It-Fresh” is kind of the same concept, except with a fresh block of Parmesan cheese. The cheese comes refrigerated and pre-packaged in a grater, and all you have to do is twist the bottom of the package and out comes freshly grated parmesan cheese, no separate grater necessary. It’s kind of like bringing that authentic Italian restaurant feeling home to the family.

Anyway, let me know if you’d be willing to try out a free sample and provide me with some feedback about what you think. If so, send me an address to send one to, and I’ll ship it out right away.


Adam Xxxxxxx
Summer Associate Brand Manager
Grated Cheese, Cheese & Dairy Division

I…I…I don’t know what to say to this. Adam must certainly know that my opinions of Kraft food run the gamut between “crapˮ to “utter crapˮ.

But damn, if his e-mail wasn’t both polite and respectful. Imagine how the English might of felt if the French had invited them over for wine and cheese after the battle of Agincourt and you may have some idea of the confusion within my head at the moment.

I initially thought the e-mail to be a hoax, until I scoured the e-mail header. Yeah, it seems legit.

I’m not sure how, exactly, the Grate-it-Fresh idea is any simpler than shredding Parmesan cheese in a food processor. But hey, if Kraft wants my opinion, I’m willing to test their product.

Oh, and they delineate between “Cheeseˮ and “Grated Cheeseˮ in their corporate hierarchy. Who knew? I wonder which one of them deals with their..*shudder*… powdered cheese?

Technorati Tags: Food, Cheese, Kraft Cheese

Oh the humanity!!

This? This is just sad.

Kraft’s Parmesan claim grates on Italians

This article came in from a reader and I wanted to share it, as it’s about one of my favorite topics: Kraft and the abomination they call Parmesan Cheese.

From the article:

Kraft says less (curing) time on the shelf could free up costly plant space and shave production costs. Kraft is not alone. At least five other companies are seeking to test-market Parmesan with a shorter curing time.

Opponents worry that changing the standard might jeopardize the Parmesan name. Italy has exclusive rights to the name Parmigiano-Reggiano, and some U.S. companies worry Europeans will persuade the World Trade Organization to restrict use of ”Parmesan,” too.

If that were to happen, feta, Gorgonzola, even Swiss could become targets, Bauer said.

I’ve talked about Kraft lowering the minimum required curing period standards for Parmesan Cheese to six months from the current ten months before and my opinion has not changed one iota.

However, let me state for the record that I am for restrictions of the uses of the names that Paul Bauer names in the article, with the exception of Swiss. (as we already know, “Swiss Cheese” is not a controlled name in Europe, or even a recognized variety. It’s better known under the name “Emmental”). Although the likelihood of restrictions happening is between slim and none, it’s still nice to dream that corporations could be prevented from homogenizing people’s perception of what parmesan cheese should taste like…so to speak.

Technorati Tags: Food, Cheese, Kraft, Parmesan+Cheese