Naturally Krafty

Kraft Macaroni and Cheese

“Kraft Foods has taken another step in the direction of health and wellness,” according to a report from NutraIngredients-USA.

Riiiight. And when I walk up a flight of stairs I take another step in the direction of the moon.

Ain’t natural

What does the phrase “back to nature,” make you think of? Good old-fashioned American cheese? Yeah, that’s not what it made me think of either.

Three years ago, Kraft Foods purchased a cereal company called Back to Nature (BtN). About one year later they expanded the BtN line to include macaroni and cheese dinners, cookies, crackers, and – no kidding – cheese cubes. Because nothing says “natural” like processed cheese cubes.

More recently, Kraft executives introduced a new line of single-serve snack packs, which includes some of the BtN products. The NutraIngredients report notes that the single-serves are intended to appeal to “the growing numbers of health-conscious American parents.” And in fact, the BtN line actually does have some merit. For instance, BtN products contain no trans fats or hydrogenated cooking oils (which means they’re truly free of trans fats, unlike other products that contain trans fats but claim “zero trans fats” thanks to an FDA loophole). The BtN products are also free of artificial flavors, preservatives, and high fructose corn syrup. And some of the products are actually made with organic ingredients.

So what’s behind Kraft’s newfound commitment to snacking healthy? NutraIngredients offers this statement released by Kraft representatives: “There is growing interest in creating healthier lifestyles for our children. In response, many parents are choosing natural and organic snacks.”

Keep in mind that this doesn’t mean Kraft has seen the light on old favorites like microwave mac-n-cheese or processed American. So you have to ask: Are they really committed to producing healthy snacks, or just the newfound profitability in tempting parents who like to see the word “natural” on a product’s label?

Ka-ching!

The single-serve idea is good because it encourages less consumption. But any determined child who’s intent on foraging for snacks can usually outwit a busy parent and a puny serving restriction. And let’s face it, the bean counters at Kraft wouldn’t mind that one bit.

Whenever products are individually wrapped, cost of production goes up, as does the retail pricing. Kraft has been struggling in recent months, so selling more of anything at a higher price is a necessary strategy. In fact, the NutraIngredients article notes that the BtN line of single-serve snack packs is part of a larger initiative launched by Kraft earlier this year that “will focus on areas that yield higher revenue-per-pound.”

Is that revenue-per-pound of food manufactured, or revenue-per-pound of consumer? (After all, this is the company that markets Velveeta, Kool-Aid, Stove Top Stuffing, Chips Ahoy, Cool Whip, and, of course, Kraft Caramels.)

So please, NutraIngredients, spare us the lipstick on the pig. Kraft may be taking a step “in the direction” of health and wellness, but that doesn’t mean they’re actually going to make the journey.

Sources:

“Kraft Expands Health Drive for Kids” Lorraine Heller, NutraIngredients-USA, 10/6/06, nutraingredients-usa.com