Health moves: Kraft label dilemma, General Mills' Green Giant preparing new items

Dive Brief:

  • Earlier this month, Kraft Foods Group found itself at the center of a fierce debate among health enthusiasts and dieticians from the Academy of Nutrition and Dietetics, which originally agreed for Kraft Singles to be the first recipient of its Kids Eat Right label.
  • Kraft and the Academy are now ending the program, saying "misperceptions are overshadowing the campaign," according to Kraft.
  • However, because the deal was already so advanced, canceling it is no easy feat and will take awhile, which means the newly labeled Kraft Singles products will begin reaching consumers this week.

Dive Insight:

The need for healthy food recognition may have caused outrage for Kraft, but General Mills is also trying to take advantage of the burgeoning health food trend among consumers. The company's Green Giant brand has been wavering as of late, which has even spawned rumors that General Mills could shed the brand in the future. As the market share leader of sauced frozen vegetables, the company's strong suit, Green Giant has taken a hit from the 15% drop in the category's sales for the year ending February 22.

But General Mills and Green Giant still see the great potential in vegetables, despite the fact that more consumers are choosing fresh vegetables and turning away from frozen and canned vegetables, Green Giant's focus. Thus, Green Giant is preparing new vegetable products that do not come sauced, and thus are, or at least appear, less processed, including a new line called "Sautes by Green Giant," which are five frozen vegetable medleys that use dry seasonings and garnishes in packets rather than sauces.

Filed Under: Corporate Packaging / Labeling
Top image credit: Flickr: jeepersmedia