Dive Brief:
- Kraft Heinz’s Philadelphia cream cheese is entering the baking category with the launch of cream cheese frosting. The food giant saw an opportunity in the frosting market given that many consumers want products free from artificial flavors and dyes and that don’t require multiple steps or ingredients to make.
- The packaged food giant said Philadelphia’s culinary team spent a year and a half crafting the recipe, which uses milk and cream as its primary ingredients. Philadelphia Cream Cheese Flavored Frosting will appear on store shelves in October.
- The launch comes as food companies increasingly turn to existing brands for innovation as a way to boost sales and increase their reach in other parts of the store.
Dive Insight:
Cream cheese is one of the top three most popular frosting flavors, Kraft Heinz noted, citing IRI data.
With the Philadephia brand a fixture in the cream cheese category for more than a century and a half, it makes sense to bring its recognition to the popular frosting. Many consumers already use cream cheese, including Philadephia, when they make their frosting at home. With people baking more to save money, this offering provides them with a convenient option, while expanding Philadelphia to a new section of the store.
“Bringing the creamy deliciousness of Philadelphia to the frosting category just makes sense and it’s a great example of how we’re giving our fans new ways they can enjoy Philly in the kitchen,” Becca Dunphey, president of taste, meals and snacking at Kraft Heinz, said in a statement. “Our team has worked tirelessly to perfect a frosting recipe worthy of the Philadelphia name.”
Kraft Heinz has made innovation a key part of its growth strategy, and the cream cheese frosting is the latest product launch to follow through on that commitment. The food and beverage giant, which is looking to generate $2 billion in incremental net sales by 2027, has recently launched new offerings for its brands such as Crystal Light, Kraft Singles and Lunchables.
