Kraft Launches Refrigerated Milk and Granola Bar

April 25, 2012
Kraft Foods' Kraft Milkbite Milk and Granola Bars combines real milk with whole-grain granola and other nutritious ingredients.

Kraft Foods, Northfield, Ill., raises the bar in snacking with Kraft Milkbite Milk & Granola Bars. Found in the refrigerated dairy aisle, each bar combines real milk with whole-grain granola and other nutritious ingredients such as fruit or roasted nuts, while providing the same amount of calcium as an 8-oz. glass of milk.

Milkbite Bars are made with milk and calcium, making them an excellent source of calcium with 30 percent of the DRV and a good source of vitamin D and fiber. They also include protein (5g), and whole grains (7g), and do not contain any artificial flavors, colors or preservatives. They're available in five varieties: Chocolate, Strawberry, Peanut Butter, Oatmeal Raisin and Mixed Berry.

The bars were introduced via a charming national ad campaign featuring a new brand mascot, "Mel the Milkbite," developed in conjunction with Jim Henson's Creature Shop. Mel, a humble Kraft Milkbite Bar -- part milk, part granola -- is stuck in an existential crisis. As Mel searches to understand his identity, viewers are invited along for the ride, witnessing Mel on a blind date, at a book club meeting, in conversation with his parents and video blogging from the dairy aisle.

"With Milkbite, we saw an opportunity to change the status quo and introduce milk into snacking in a whole new way," says Michelle Lorge, senior brand manager for Kraft Milkbite. "By combining real milk and other wholesome ingredients, we designed Milkbite to help satisfy the demand for snack options that are better for you and also taste great."

Suggested retail price is $3.49.