Obesity concerns provide focus for new Kraft products

USA – Kraft’s chief executive Roger Deromedi has said that the company is going to focus on weight loss and healthy eating issues this year, in line with changing consumer demands.

Speaking at the Consumer Analyst Group of New York conference, he highlighted four areas the company will focus on: weight management, nutrition delivery, performance nutrition and natural and organic.

Kraft’s strategy for 2004 will not only focus on meeting consumer needs for health and wellness, but also on improving convenience.

“The growing importance of health and wellness has significantly altered consumption and buying behaviours,” said Deromedi. “Low-carb diets, concerns about trans fat and obesity, and greater demand for organic and natural products are requiring a shift in what we market and how we market it.”