Kraft takes Jell-O into snack bars

Thompson, Stephanie
April 2000
Advertising Age;4/17/2000, Vol. 71 Issue 17, p72
Trade Publication
This article focuses on the introduction of Jell-O Dessert Delights snack bars by Kraft Foods in the U.S. as of April 2000. The Jell-O Dessert Delights, cakelike crusts topped with a choice of cheesecake, lemon or chocolate fudge pudding fillings, will be launched in June 2000 in six markets--among them Chicago, Dallas and New York--that Kraft found has particularly high incidences of sweet snacking. Kraft will access a possible national roll-out on an ongoing basis. Unlike the bulk of Jell-O products, which are all-family oriented, Dessert Delights will be targeted strictly to adults of both sexes who are looking for an indulgent snack. An estimated $10 million advertising campaign will run on spot TV from August 5 through the end of October and in regional issues of women's magazines from August through November. The advertisements will focus on communicating the taste and indulgence of the new products as well as their convenience.


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