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New LiveActive Chewy Granola Bars Offer ‘Grab and Go’ Probiotics

July 23, 2008

GLENVIEW, Ill., July 23 /PRNewswire-FirstCall/ — Kraft is introducing new LiveActive Chewy Granola Bars, the first-ever, non-refrigerated bar containing both a live probiotic culture and fiber. Probiotics are live cultures that exist naturally in the digestive system and are important to healthy digestive functions. They are also found in dairy products like yogurt and some natural cheeses. With many Americans experiencing digestive health issues, these new bars offer a flavorful snack that helps naturally promote the health of the digestive system, anytime, anywhere.

LiveActive Chewy Granola Bars are the latest addition to the LiveActive line from Kraft and come in three great-tasting varieties — Blueberry Almond, Chocolate Raspberry and Peanut Butter.

Not Your Ordinary Bar

LiveActive Chewy Granola Bars are a good source of fiber and include a probiotic culture from Probi AB, a leading company in probiotic research and development. Plus, with chewy granola, delicious fruits and nuts and even chocolate flavor, these snacks are a tasty way to promote digestive health while on the go.

“I am always looking for simple steps that will help my clients take care of their digestive health,” said Leslie Bonci, MPH, RD of the University of Pittsburgh Medical Center. “The new LiveActive Chewy Granola Bars are an ideal solution because they taste great and help my clients easily infuse a probiotic culture and fiber into their active lifestyles.”

   LiveActive Chewy Granola Bars are available in three flavors:   -- Blueberry Almond -- a burst of blueberry mixed with a nutty almond      twist   -- Chocolate Raspberry -- the appealing combination of chocolate and      raspberry flavor   -- Peanut Butter -- featuring a creamy peanut butter layer     The Digestive Health Dilemma  

Between 60 and 70 million Americans experience some sort of digestive health issue(1). Many Americans are interested in learning about digestive health options, but according to a recent survey(2) commissioned by LiveActive from Kraft Foods, consumers aren’t very familiar with probiotics. Nearly two-thirds of Americans (63 percent) polled claim they are not at all familiar with probiotics and only 13 percent of those who were familiar with them could define them accurately.

“LiveActive Chewy Granola Bars are a terrific example of Kraft’s commitment to providing consumers with great-tasting foods they can enjoy to help maintain their digestive health,” said Frank Bergin, senior director of marketing for LiveActive Chewy Granola Bars. “We want to provide consumers with delicious and convenient options like LiveActive Chewy Granola Bars that are effortless to grab and go.”

Look for LiveActive Chewy Granola Bars from Kraft in the bars section of stores nationwide for a suggested retail price of $3.59.

About LiveActive

The LiveActive product line makes it convenient to incorporate food and beverage options with digestive health benefits throughout the day. The bars are an addition to a delicious variety of products in the portfolio including LiveActive Natural Cheese Snacks from Kraft, LiveActive Cottage Cheese from Breakstone’s/Knudsen, LiveActive Cereal from Post and LiveActive On The Go Drink Mix from Crystal Light.

Visit LiveActiveFoods.com for more information about the line and to learn simple ways to help promote digestive health with probiotics.

About Kraft Foods INC.

For more than a century, Kraft (http://www.kraft.com/) has offered delicious foods and beverages that fit the way consumers live. Today, we are turning the brands that consumers have lived with for years into brands they can’t live without. Millions of times a day in more than 150 countries around the world, consumers reach for their favorite Kraft brands, including nine with revenues exceeding $1 billion: Kraft cheeses, dinners and dressings; Oscar Mayer meats; Philadelphia cream cheese; Maxwell House coffee; Nabisco cookies and crackers and its Oreo brand; Jacobs coffees; Milka chocolates; and LU biscuits. Kraft is one of the world’s largest food and beverage companies with annual revenues exceeding $37 billion, more than 100,000 employees and more than 180 manufacturing facilities globally. The company’s stock is listed on the S&P 100 as well as the Dow Jones and Ethibel Sustainability Indexes.

   (1) Adams PF, Hendershot GE, Marano MA. Current estimates from the       National Health Interview Survey, 1996. National Center for Health       Statistics. Vital Health Stat. 1999;10(200).    (2) Kelton Research, a leading national polling firm, polled 1,000 people       nationwide using an email invitation and an online survey. Results       were collected from a random sample of 1,000 men and women ages 18       and over. Quotas are set to ensure reliable and accurate       representation of the total United States population. The online       survey was conducted between February 28, 2008 and March 3, 2008.       Kelton Research is headquartered in Los Angeles, California.  

Kraft Foods

CONTACT: Basil Maglaris of Kraft Foods, +1-847-646-4538, cec@kraft.com;or Kate Hartman, +1-312-988-2493, khartman@webershandwick.com, for KraftFoods

Web site: http://www.kraft.com/http://www.kraftfoods.com/liveactivefoods




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