Kraft Foods Launches New Innovation in Snacking

Food manufacturer introduces unique snack bar made with real milk and calcium to provide the same calcium as an 8 oz. Glass of milk.

Feb 14 2012 --- Kraft Foods is raising the bar in snacking with its new Kraft Milkbite Milk & Granola Bars. Found in the refrigerated dairy aisle, each Kraft Milkbite Bar combines real milk with whole grain granola and other tasty and nutritious ingredients like fruit or roasted nuts, while providing the same calcium as an 8 oz. glass of milk. A wholesome alternative to existing bars, Kraft Milkbite Bars are a deliciously different snacking experience the entire family can enjoy.

"With Milkbite, we saw an opportunity to change the status quo and introduce milk into snacking in a whole new way," said Michelle Lorge, Senior Brand Manager, Kraft Milkbite. "By combining real milk and other wholesome ingredients, we designed Milkbite to help satisfy the demand for snack options that are better for you and also taste great."

Kraft Milkbite Milk & Granola Bars are made with real milk and calcium, making them an excellent source of calcium with 30% of the daily recommended value. They are also a good source of vitamin D and fiber, include protein (5g), and whole grains (7g), and do not contain any artificial flavors, colors or preservatives. Available in five delicious flavors – Chocolate, Strawberry, Peanut Butter, Oatmeal Raisin and Mixed Berry – Kraft Milkbite Milk & Granola Bars are a great way to snack at home, school, work or on-the-go.

Consumers will be introduced to Kraft Milkbite Milk & Granola Bars via a national advertising campaign created by Droga5 New York. The integrated campaign includes TV commercials and a strong digital presence featuring a new brand mascot, "Mel the Milkbite," developed in conjunction with Jim Henson's Creature Shop. Mel is a humble Kraft Milkbite Bar – part milk, part granola – stuck in an existential crisis. As Mel searches to understand his identity, viewers are invited along for the ride, witnessing Mel on a blind date, at a book club meeting, in conversation with his parents, and video blogging from the dairy aisle.