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Dive Briefing:
- Kraft Heinz’s Philadelphia Cream Cheese is entering the baking category with the launch of cream cheese frosting. The food giant sees an opportunity in the frosting market as many consumers want products that are free of artificial flavors and dyes and that don’t require multiple steps or ingredients.
- The packaged food giant said its Philadelphia-based culinary team spent a year and a half developing the recipe, which uses milk and cream as its primary ingredients. The Philadelphia Cream Cheese-flavored frosting will hit store shelves in October.
- These launches come as food companies increasingly look to their established brands for innovations that drive sales and expand their reach in other parts of the store.
Dive Insight:
Kraft Heinz cited IRI data and said cream cheese is one of its three most popular frosting flavors.
The Philadelphia brand has been a staple in the cream cheese category for over a century and a half, so it makes sense to increase awareness of the popular frosting. Many consumers already use cream cheese, including Philadelphia, to frost at home. As people bake more to save money, this product provides a convenient option while expanding Philadelphia into a new section of the store.
“Bringing Philadelphia’s creamy goodness into the frosting category is a natural fit and a great example of how we’re giving fans a new way to enjoy Philadelphia in their kitchens,” Becca Dunphey, president of Kraft Heinz Flavors, Meals & Snacks, said in a statement. “Our team worked tirelessly to perfect the frosting recipe, which is synonymous with the Philadelphia name.”
Kraft Heinz has made innovation a key part of its growth strategy, and cream cheese frosting is the latest product launch to deliver on that promise. The food and beverage giant, which aims to generate $2 billion in net sales by 2027, has recently launched new products for its brands, including Crystal Light, Kraft Singles, and Lunchables.
