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.”
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.
