Kraft is releasing eight new spreads, including crunchy hazelnut and natural peanut butter, in the biggest product innovation for the brand since it launched peanut butter back in the 1930s.
According to brand owner, Mondelez International, the Hazelnut Crunchy spread is the first of its kind in Australia.
The other new spreads are Hazelnut Smooth, Cashew Nut Spread, Almond Nut Spread, Natural Peanut Butter Smooth and Natural Peanut Butter Crunchy - which are made from 100 per cent nuts, Cinnamon Spice Peanut Spread Smooth and Sweet Honey Peanut Spread.
Kraft currently holds 62 per cent of total Peanut Butter market share, according to to Mondelez.
“This launch marks the biggest product innovation for Kraft since it introduced the original Peanut Butter in Australia over 50 years ago,” the company says.
Justin Taylor, category marketing manager for Spreads at Kraft Nuts, says Australians are looking for alternate nuts in many categories including milk, snacking and now spreads.
“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,” he says.
The recommended retail pricing for the new spreads ranges between $4.60 and $5.70.
