Logical Extensions and Kitchen Sinks

The other day I was considering Kraft Dinner. Not in its universally known format, but in that new snack cracker. And my initial thought was, “Jen would love these,” since, of course, she (my part-Cheesehead wife, that is) already adores Kraft Dinner. As do my young boys (and none of that instant “Kraft Lunch in a cup” stuff—they know the real deal and, for some reason, reject any substitutes; me, I’m partial to creamy blends of Gruyère and fontina thickly slathered around those big macaroni noodles, maybe a nice chunk of smoky lardon here and there, and a crusty, crunchy, buttery breadcrumb top when it comes to good-ol’ comforting mac-and-cheese, but that’s a story for another day...).

But then I thought: Will she translate that love to a cracker?

That might prove a difficult jump to make in a market that already has its gold standard (has to be Cheez-Its, with a sizable following for Goldfish, as well—and Kraft already has its Cheese Nips...).

Which brings me to logical brand extensions, ideal fortification vehicles and kitchen sinks.

Flavors are always a good bet for extending a product line. Add more diversity, attract more flavor-motivated consumers. Health can work, too. Add whole grains, cut fat and sodium, and a certain consumer segment instantly perks up its ears. But jumping food formats is another bag altogether—often a much-riskier venture. Consider the above macaroni to cracker example, which has yet play itself out on the market.

But risk instantly diminishes as soon as you’re working with kitchen sinks. You know, products that can take all sorts of fortification and flavor without losing allure. Think beverages and bars, and even potato chips when it comes solely to flavor. Not all levels and types of fortification and flavor will prove successful over the long run, but God willing, it seems as though we will try them all.

And perhaps the Kraft Dinner crackers will make it based on their similarities—and in spite of their differences (which I bet some addled youths on YouTube have already tried to reconcile by nuking the crackers with some milk ... kids, don’t try this at home...). To my palate, they initially taste just like any other cheese-forward snack cracker—and then the lingering aftertaste kicks in. Pure Kraft Dinner all the way.

I believe logic will begin to play a more-prominent role in tomorrow’s products when it comes to flavor (think true-to-nature flavors, regional ethnic, etc.) and especially fortification (like upping already existing levels of vitamin E, omega-3s, resveratrol, etc.). The kitchen sink approach won’t work with every product, and—for a range of reasons—I believe this thinking will hang on the cusp of a new age of product formulation quickly coming down the pike.