Doubling appeal

Dairy Foods,  June, 1998  by Gorski Berry Berry

Tags: Kraft Foods Inc.

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"Consumers have been telling us they want innovation in the cottage cheese category," says Michael Pellegrino, category business mgr., Kraft Foods Inc., Northfield, Ill. "So we challenged ourselves to be creative."

The result of Kraft's efforts is Cottage Doubles, a convenient, fun and nutritious cottage cheese and fruit snack currently in test market. It's the first dual-compartment cottage cheese in the United States, and is composed of 4 oz cottage cheese on one side and 1.5 oz fruit filling on the other.

"Initial concept testing indicated that consumers preferred separate compartments for a cottage cheese and fruit product," Pellegrino says. "One reason is that the dual compartment package provides 'play value.' Consumers can mix the fruit with the cottage cheese in the way they want, in the proportion they prefer."

Anne Marie Johnson, brand mgr. for cottage cheese at Kraft adds, "Consumer test results indicated that this was the right balance of cottage cheese to fruit. More than 90% of the people who tasted Cottage Doubles said they would buy the product."

Fruit has always been a popular accompaniment to cottage cheese, as exemplified by the dated "diet platter," which consists of a scoop of cottage cheese and a canned peach half.

In recent years, Kraft has been quite successful with selling fruited cottage cheese. For example, since 1991, the company has been selling a four-pack of single-serve containers of cottage cheese blended with fruit under the Knudsen brand in California markets.

"[This product] is targeted to heavy cottage cheese consumers who are looking for more ways to eat the product and who want to take it on the run," says Johnson. The product is rightfully named "On the Go!"

"[Kraft's new] Cottage Doubles broadens the reach of cottage cheese by appealing to the whole family for an anytime, anywhere, delicious wholesome snack," Pellegrino adds. "Cottage Doubles is a product that will hopefully draw new users into the cottage cheese category."

Test market details

Cottage Doubles, which is manufactured at Kraft's cultured dairy products plant in Farmdale, Ohio, will be test marketed under both the Breakstone and Knudsen brands in select cities nationwide.

The two brands have separate integrated advertising campaigns, each developed by J. Walter Thompson, Chicago. Campaigns include TV, radio, FSIs and in-store sampling and couponing.

Cottage Doubles come with one of three fruit topping sides: Peach, Pineapple and Strawberry. The cottage cheese is 2% milkfat, the fat level currently driving retail sales growth. A single serving contains 130 to 140 calories and 2.5g fat. Suggested retail price is 99 cents.

"Fruit is obviously the most appealing side, but we will constantly be looking for more creative ways to extend the line," Pellegrino says.

COPYRIGHT 1998 BNP Media
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