March - Kraft claims US category first with real milk granola bar launch
Kraft Foods launched what it claimed was a category first, rolling-out new MilkBite Milk & Granola bars in the US that contain real milk in a granola bar form. (DairyReporter.com, March 6)
The firm said that it planned to launch a nationwide advertising campaign from February created by agency Droga5 New York, featuring a new fictional character, 'Mel the MilkBite' (pictured with the product) developed in conjunction with Jim Henson studios.
