Kraft Nuts expands portfolio
The Kraft portfolio is currently the market leader in Peanut Butter, selling more than 15 million jars every year and owning 62 per cent of total Peanut Butter market share.
The launch of the Kraft Nuts alternative nuts range marks the biggest product innovation for Kraft since it introduced the original Peanut Butter in Australia more than 50 years ago.
The new Kraft Nuts alternative nuts range includes Kraft Hazelnut Crunchy Spread, Kraft Hazelnut Smooth Spread, Kraft Cashew Nut Spread, and Kraft Almond Nut Spread.
Kraft Nuts has also launched new peanut butter varieties including Kraft Cinnamon Spice Peanut Spread Smooth and Kraft Sweet Honey Peanut Spread Smooth.
“Australians are going nuts for alternate nuts and this trend can be seen across a number of categories including milk, snacking, and now spreads,” Justin Taylor, category marketing manager for Spreads at Kraft Nuts, said.
“As the nut category has expanded and shown more functionality as a snack and an ingredient, so too has the push for more variety in nut spreads – with consumers demanding more choice. As the maker of Australia’s favourite Peanut Butter we’ve launched eight new varieties ranging from hazelnut to almond that we know nut fans will love,” Taylor said.
A multi million dollar integrated campaign for the product release will launch in March, spanning TV, POS, and digital.