Bilingual packaging: ¿Qué pasa? (sidebar)

One-hundred-year-old Kraft Foods has been reaching out to the Hispanic community for nearly 20 years. The company operates a Spanish-language Web site www.comidaKraft.com, and this year it launched a Spanish-language magazine targeting Spanish moms. The company also introduced in 2003 in select markets several products in bilingual packaging: Kool-Aid Aguas Frescas soft drink mixes sold in individual packets, Kraft Singles Manchego sliced sandwich cheese, and Morelianas sandwich cookies that had been previously available only in Mexico. Another offering was Kraft’s first frozen pizza featuring information and preparation directions in both English and Spanish. Backed with a corrugated disk, topped with a printed paper graphics sheet, and sealed in shrink film, the pizza retails in three varieties for $3.29 in Houston and Los Angeles.