USA: Kraft Foods to launch Philadelphia and Oscar Mayer cobranded cream cheese

Kraft Foods is to launch a new version of its Philadelphia cream cheese, cobranded with Oscar Mayer, that contains bits of bacon.

The new product is due to come on the market after 18 months of development, during which time the company has focused efforts on balancing the flavour of  bacon with that of cream cheese. Chris Hjorth, senior director for Philadelphia said: "Bacon is a hard flavour to get just right", noting that  the aim was for the “bacon notes" to come through "loud and clear".

Commenting on the target occasion for the product, Mr Hjorth pointed specifically to breakfast opportunities. "Cream cheese plays in the morning occasion primarily”, she said. "Putting together Philadelphia and bacon was a perfect match".

The new addition takes the Philadelphia range to a total of 35 varieties. "Consumers are yearning for more-flavorful options to go on their bagel or piece of toast", Ms Hjorth concluded.

Source: AdAge