Kool-Aid Announces New Products and Better-for-You Brand Direction
May 27 2008 - 7:30AM
PR Newswire (US)
Joins With KaBOOM! & Hip-Hop Pioneer Reverend Run to Build
Playgrounds Nationwide to Encourage Healthy, Active Lifestyles
TARRYTOWN, N.Y., May 27 /PRNewswire-FirstCall/ -- Kool-Aid, the
iconic soft drink that has stood for fun and refreshment for
generations of children and their parents, today announced it will
provide additional better-for-you options for consumers by
introducing new and reformulated products this spring and in coming
years. The brand, launched in Nebraska in 1927 and now offering
both powdered and ready-to-drink beverages, also announced a new
partnership with KaBOOM!, the national non-profit organization that
envisions a great place to play within walking distance of every
child in America. Over the next year, Kool-Aid and KaBOOM! will
build 24 playgrounds in cities around the country, provide grants
toward building 20 more, and work with local communities, parents
and children to encourage healthier and more active lifestyles. "We
understand that our consumers are looking for more choices that
better meet the needs of their families," said Kirstie Krall,
Senior Brand Manager, Kool-Aid. "We're firmly committed to
providing moms and kids with products that combine the great fun
and flavor of Kool-Aid while providing better-for-you beverage
options to help support a healthier lifestyle. And, in addition to
offering new and improved products, we're partnering with KaBOOM!
to create great places to play for kids in cities around the
country so that communities have somewhere to come together and get
active." Kool-Aid has also created a partnership with hip-hop
pioneer Joseph Simmons (a.k.a. Reverend Run), who will serve as the
new brand ambassador for the Kool-Aid KaBOOM! initiative. He and
his family will don hard hats and wield shovels as they join the
brand on local community build sites. Additionally, Kool-Aid will
include Reverend Run in POS displays and other promotions, and he
will speak directly to consumers about healthy lifestyle choices
and the benefits of play. "We can't imagine better partners than
Reverend Run and KaBOOM! to help us start a national conversation
about the benefits of safe play for kids and the importance of a
healthy and active lifestyle," said Ms. Krall. "I grew up drinking
and loving Kool-Aid and associate it with fun childhood memories,"
Reverend Run said. "I'm personally committed to bringing families
together -- at the dinner table, in communities and on playgrounds.
I'm hopeful that by working together, Kool-Aid, KaBOOM!, and I can
make a real difference in kids' lives by allowing them to have fun
and create the memories that will serve them well for many years to
come." "This is a great partnership, because not only is Kool-Aid
committed to building playgrounds, but they're spreading the word
that play helps kids live happier, healthier lives," said Darell
Hammond, the CEO and Founder of KaBOOM!. New better-for-you product
choices This year, Kool-Aid is introducing four reformulated
products and one new product that meet the company's better-for-you
Sensible Solution guidelines. -- Sugar Free Kool-Aid, a low-calorie
soft drink mix originally launched in 1983, has been reformulated
to deliver a taste closer to regular unsweetened Kool-Aid. Sugar
Free Kool-Aid has 5 calories per serving and is caffeine free and a
good source of Vitamin C. -- Sugar-Free Kool-Aid On The Go packets
that are easy to carry and mix with a 16.9 fl. oz. bottle or glass
of water. One packet makes 2 servings. Each serving contains 5
calories and is caffeine free and a good source of Vitamin C. --
Kool-Aid Singles have been reformulated so one packet can be used
to flavor a 16.9 fl. oz. bottle or glass of water. Kool-Aid Singles
have only 30 calories per serving (60 per bottle) and are a good
source of antioxidant vitamins C and E. -- Kool-Aid Burstin' Waters
is a new ready-to-drink flavored water beverage that comes in a
squeezable plastic bottle. Burstin' Waters is caffeine free, comes
in three flavors, and is only 35 calories per serving. -- Sugar
Sweetened Kool-Aid has been fortified with antioxidant vitamins C
and E. At only 60-70 calories per serving, sugar-sweetened Kool-Aid
contains 35% less sugar than leading regular sodas. (Sugar
Sweetened Kool-Aid contains 16-17 grams of sugar per serving as
compared to 27 grams of sugar in leading regular sodas.) -- In
addition, Kool-Aid will continue to fund research and development
initiatives that support the company's better-for-you Sensible
Solution guidelines. Sensible Solution criteria require that ALL
qualifying products contain limited amounts of calories, fat,
sodium and sugar. In addition, many Sensible Solution products have
the added benefit of providing meaningful amounts of good-for-you
nutrients like calcium, fiber, whole grain, protein, or deliver a
functional benefit such as heart health. See our website
http://www.kraftfoods.com/ for more information on Kraft's Sensible
Solution program criteria for refreshment beverages. In 2007, 13
percent of the entire Kool-Aid line met Sensible Solution criteria;
35 percent of products sold this year will meet the guidelines, and
by 2010, the goal is to transform and rebalance the brand portfolio
so that a majority of Kool-Aid products sold will meet the Sensible
Solution criteria. All the new and current Kool-Aid flavors and
formats can be found in grocery stores and supermarkets nationwide.
About Kraft Foods Kraft Foods (NYSE:KFT) is one of the world's
largest food and beverage companies, with 2007 revenues of more
than $37 billion. For more than 100 years, Kraft has offered
consumers delicious and wholesome foods that fit the way they live.
Kraft markets a broad portfolio of iconic brands in more than 150
countries, including nine brands with revenues exceeding $1
billion: Kraft cheeses, dinners and dressings; Oscar Mayer meats;
Philadelphia cream cheese; Maxwell House coffee; Nabisco cookies
and crackers and its Oreo brand; Jacobs coffees; Milka chocolates;
and LU biscuits. Kraft is listed in the Standard & Poor's 100
and 500 indexes. The company is a member of the Dow Jones
Sustainability Index and the Ethibel Sustainability Index. For more
information, visit the company's website at http://www.kraft.com/.
About KaBOOM! KaBOOM! is a national non-profit organization that
envisions a great place to play within walking distance of every
child in America. Since 1995, KaBOOM! has used its innovative
community-build model to bring together business and community
interests to construct more than 1,400 new playgrounds, skateparks,
sports fields and ice rinks across North America. KaBOOM! also
offers a variety of resources, including an online community,
regional and national trainings, grants, publications and the
KaBOOM! National Campaign for Play, which includes Playful City USA
and the Playmaker Network -- a national network of individual
advocates for play. Headquartered in Washington, D.C., KaBOOM! also
has offices in Chicago and San Mateo, Calif. For more information,
visit http://www.kaboom.org/. DATASOURCE: Kraft Foods CONTACT: Liz
Anklow, or Debra Duffy of Dan Klores Communications for Kraft
Foods, +1-212-685-4300; or Bridget MacConnell of Kraft Foods,
+1-914-425-6979 Web site: http://www.kraftfoods.com/
http://www.kraft.com/ http://www.kaboom.org/
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