Kraft Foods unveils 80 new edibles

NORTHFIELD, Ill., April 24 (UPI) -- Kraft Foods Inc. will add 80 new food products to its lineup this year, the company said.

The company unveiled new granola bars, macaroni-and-cheese flavored crackers, an aerosol version of Cool-Whip and new flavors of microwave pizza in a continuing effort to break in new products and build on past success, Crain's Business Journal reported Thursday.

"We are spending much more time and focus on reinventing our iconic brands," senior vice president of new products of Kraft Food North America Bob Becker told the Journal.

The new products are mostly "line extensions rather than major new innovations," said Marilyn Raymond of Arbor Strategy Group, a consulting group that works with Kraft.

While it's hard to break into the crowded lineup on grocery shelves new products boost the bottom line, analysts said.

"New products allow you to charge high prices, and in this environment you are looking to raise prices to cover higher commodity costs," said Gregg Warren, an industry analyst with Morningstar Inc.