Marketing Currents - Business and Marketing Current Events

Kraft Singles’ New Cheeses Want To Be Fancy


Kraft Singles are an easy choice if you’re looking to slap some cheese on a sandwich, burger, or hot dog. Now, the top-selling cheese brand is hoping to make it onto some of your more elevated sandwich creations with the launch of three fancy new flavors: jalapeno, garlic and herb, and caramelized onion, all of which will be available in stores nationwide starting in January, according to info shared with Mashed.

Click here to read the story at

Discussion Questions:

  1. Why do you think Kraft singles would introduce new flavors?
  2. According to this story, what are the three new flavors?
  3. How do you think they determined which flavors to create?
  4. How might that represent the concept of product development?
  5. What is a focus group?
  6. How might focus groups have helped Kraft to determine which flavors to create, and eventually launch, as new products?
  7. What are consumer trends?
  8. Why do brands monitor those trends?
  9. This story cited two specific statistics about consumer behavior. What were they?
  10. Why did that data prompt Kraft to create new flavored cheese slice products?
  11. What is differentiation?
  12. How might this help Kraft to differentiate the product from competitors?
  13. What is positioning?
  14. With the recommendations on different dishes for each of the new flavored cheese slices, how is Kraft trying to position the product?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.