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Kraft's Chips Ahoy! launches in resealable packaging

In July, Kraft Foods introduced its Chewy Chips Ahoy! soft chocolate chip cookies in its patent-pending Snack ’n Seal resealable packaging.

Pw 10913 Chips Ahoy

As graphics on the package show, a large portion of the pack’s top may be peeled open to withdraw cookies, then resealed for freshness and on-the-go convenience.

Jeanine Maresca, Chips Ahoy! brand manager, explains, “According to AC Neilsen in-home testing conducted in 2004, we found that consumers, particularly moms, are constantly searching for convenience and ease when it comes to snacking.”

“The package design allowed us to meet the consumers’ need and desire for convenience and resealability on overwrapped cookie packaging,” adds a spokesperson of Northfield, IL-based Kraft Foods Inc. “The development of the Snack ’n Seal package was a challenging assignment, but through the use of appropriate technology and consumer insights, Kraft’s packaging team was able to deliver a true innovation to the marketplace.”

Snack ’n Seal packs are available nationwide in both Chewy Chips Ahoy! and Chocolate Chewy Chips Ahoy! 15-oz packs at the suggested retail price of $3.99. Although no structural details or supplier names were revealed, the Kraft representative says, “this package has been in the market a short period of time and the consumer feedback to date has been very positive.” —Jim Butschli

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