kraft latches onto the kinda homemade trend

07/21/2006 09:05:00 PM
Back in May, Influx wrote about the accelerating demand for meal-assembly, with over 700 locations opening up across the US in recent years.

Kraft, is a company searching for new and timely marketing ideas. Back in January 2005, we wrote about its mistimed launch of South Beach diet products.

Kraft seems to have gotten its timing right, signing a with meal-assembler "Dinner by Design"

This is a smart move for Kraft. Getting its brands associated with the "kinda homemade" trend allows presence with opinion leaders and the ability to use Dinner by Design locations as laboratories for new product development.

The only danger; Kraft gets greedy or precious and demands total brand domination or exclusivity; if Dinner By Design became Kraft Kitchen, it would be a huge mistake.
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