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Article | June 8, 2012
Kraft cooks up another quick-prep meal kit
Capitalizing on its salad dressing expertise, Kraft creates a kit of bottled sauce and dressing that, when added to chicken and salad, results in a quick, six-serving meal.
Kraft Foods has devised another clever brand extension, designed to help busy families create home-cooked meals quickly, using popular Kraft food products. New Kraft Sizzling Salads in four varieties couples a cooking sauce and a salad dressing in PET bottles housed in an attractive, die-cut carton, for a dinner kit that stands out in the salad dressing aisle.
“Kraft Sizzling Salads Dinner Kits solve the ‘what’s for dinner’ dilemma with a line of perfectly paired cooking sauces and salad dressings that work together to create delicious and satisfying chicken and salad dishes in four easy steps in under 20 minutes,” says Kraft Dressings associate brand manager Anna Vishnevsky. For example, one variety, Southwest Chicken, provides 6 oz of Zesty Fajita cooking sauce and 6 oz of Barbecue Ranch salad dressing to create a six-serving meal.
The sauce and the dressing are packed in identical, clear, custom PET bottles from Plastipak Packaging, “chosen for optimal functionality and protection for the product, as well of ease of use for the consumer,” according to Kraft associate engineer II, Grocery Packaging R&D, John Albers. “In addition, the PET bottles deliver optimal visual appeal at both the retail shelf and at home for the consumer.”
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Fitted with Kraft-blue flip-top dispensing caps, the bottles are resealable, offering consumers the flexibility to make smaller serving sizes over several occasions. An inset panel wraps around the bottom half of the bottle and holds the product labels. A clear pressure-sensitive label, decorated with a band colored to complement the flavor variety—brown, in the case of Southwest Chicken—wraps around the front and sides of the rectangular-shaped, four-sided bottle. A p-s paper label with laminate is applied to the back of the bottle. Both are supplied by Fort Dearborn Co. and are flexo-printed in eight colors.
Label graphics, created by Design Partners, are positioned on the bottom of the labels for the sauce and the dressing so that when the bottles are positioned left and right, respectively, photography of the finished meal is shown on a single plate, with the chicken shown on the sauce bottle and the salad on the dressing container. Once the bottles are placed in the dinner-kit carton, the same photography on the front of the carton covers the lower half of the bottles. “Having chicken with a side-salad plate on the package is consistent with the expected use of the product by consumers,” says Vishnevsky. “It also helps communicate the meal solution positioning.”
The carton itself features a die-cut window on the front of the pack, allowing a view of the product in the clear container. Color choices, imagery, and copy on the carton all emphasize the brand positioning of fresh, quick, and easy. Diagrams on the back of the pack provide step-by-step preparation instructions, while copy suggests “Tasty Twists!” to create other recipes. A QR code on the carton’s side panel allows consumers access to “how-to videos, recipe tips, and more.”
The product line was introduced to retailers nationwide in January, with a suggested retail price of $2.99 per kit.
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