Cheese / Dairy Foods & Beverages
Product development

From idea to shelf, Kraft created Fresh Take in 12 months

Launched with six flavors, Kraft is soon adding three more, and promoting the product with mobile food trucks.

Kraft Foods got its new Fresh Take product on the shelf in about 12 months after the idea was conceived. Kraft launched the cheese-and-breadcrumbs kit in January 2012 with six SKUs, and will soon add three more flavors, said David Gacom, brand manager of Kraft Fresh Take. Dairy Foods named Fresh Take one of the Best New Dairy Products of 2012.

D Kraft Fresh Take package #3Gacom shares details of the product development, the launch and new marketing initiatives in a podcast with Dairy Foods editor Jim Carper.
The three new flavors are Smoky Mesquite Barbecue, Classic Four Cheese and Spicy Chipotle Cheddar. Kraft's vision is to be "the leading purveyor of fresh flavorful and fast-scratch meals," Gacom said.

Kraft soon will deploy four mobile food trucks and partner with retailers to drive sampling and versatility with end dishes with the goal of creating "shopper engagement." The hope is that the product becomes "a staple on every mom's grocery list," Gacom said. He added that Fresh Take is on the "precipice of this taking off and exploding."

Listen to the complete interview in "All Things Dairy," Dairy Foods new podcast channel.

Did you enjoy this article? Click here to subscribe to Dairy Foods Magazine. 
You must login or register in order to post a comment.



Image Galleries

Agropur, Natrel Division USA, St. Paul, Minn.

 At its Natrel Division plant in St. Paul, Minn, Agropur makes rBST-free white and flavored milk, heavy whipping cream, half n half, buttermilk, organic milk, nutritional drinks and shakes and sport drinks. Nondairy beverages (soy, rice, coconut, and almond) coffee creamers, broth and sauces. 


This photo gallery contains additional, unpublished photos of dairy processing facilities featured in Dairy Foods magazine. To view more Behind the Scenes galleries go to our archives page!

9/23/14 2:00 pm EDT

Milk/Flavored Milk and Non-Dairy Beverages: Opportunities in the Beverage Segment

This free webinar will cover methods and ingredients available to increase protein levels, processing issues related to high-protein beverages, future ingredients and opportunities for protein fortification, adding value to milk and beverages, niche markets for high-protein milk and beverages and case studies of Core Power and Fairlife.

Frozen Desserts

What’s your preferred frozen dessert?
View Results Poll Archive

Dairy Foods Magazine

september cover

2014 September

Joseph Gallo Farms wins honors for its cheeses, sustainability practices; plus we look at what's happening with frozen desserts.

Table Of Contents Subscribe


Tharp & Young on Ice Cream: An Encyclopedic Guide to Ice Cream Science and Technology

An at once an all-inclusive guide to the meaning of hundreds of technical terms and ideas needed for ice cream manufacturing, as well as a practical introduction to the ingredients, freezing methods, flavoring, and packaging of ice cream, sherbet, sorbet, gelato, frozen yogurts, novelties and many other kinds of frozen desserts.

More Products

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications, Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

Dairy Foods Buyers Guide

cover df july 2013Resource for buyers in the dairy processing industry to find information on the leading suppliers and manufacturers.

Find Ingredients, Equipment, Distribution, R&D and More.

Start Your Search Today.


Facebook logo 40px 2-12-13 Twitter logo 40px 2-12-13  YouTube logo 40px 2-12-13  LinkedIn logo 40px 2-12-13google plus