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Kraft pushes packs of protein

By Pat Reynolds, VP EditorSupported by a major national marketing effort, P3 Portable Protein Pack is poised to become a major force in the growing $19 billion protein-snacking category, which has been driven by consumer desires for protein-rich snacks such as Greek yogurt or protein bars. As the largest manufacturer of pre-packaged meats, Kraft is well positioned to bring a wholesome protein snack to market that includes high-quality brands consumers already know and trust. The convenient, on-the-go packs are made of three highly recognizable brands: Oscar Mayer Selects Meats, Kraft Natural Cheeses, and Planters Nuts. P3 Portable Protein Packs contain no artificial preservatives. They have at least 13 grams of protein– the equivalent of two eggs – and have little to no sugar. Varieties include:
• Applewood Smoked Turkey, Marbled Colby & Monterey Jack Cheese, Dry Roasted Almonds
• Applewood Smoked Ham, Reduced Fat Sharp Cheddar Cheese, Dry Roasted Almonds
• Rotisserie Seasoned Chicken, Reduced Fat Cheddar Cheese, Dry Roasted Peanuts
• Slow Roasted Turkey Breast, Reduced Fat Cheddar Cheese, Dry Roasted Peanuts
 “Consumers snack three times a day on average, and 75 percent of adults are looking to add more protein to their diets,” says Joe Fragnito, Oscar Mayer Vice President of Marketing. “The protein snacking category has a 7 percent growth rate, but meat is too often an afterthought with all the yogurt, smoothies, bars, and powders on the market. P3 Portable Protein Pack is the ideal product to address this gap in the marketplace.” No details on the packaging materials or machines behind the launch are available, but the package would appear to be a three-cavity thermoform lidded with a flexible film heat-seal lidding. Graphic treatment down the left half of the film lidding provides plenty of opportunity for branding. The right half is essentially clear, so consumers can see what’s inside. P3 Portable Protein Packs are available nationwide and can be found in the refrigerated meat case  at grocery and convenience stores. A single, two ounce pack retails at $1.79 and a triple, six ounce  pack retails at $4.99. Visit for more information on various product offerings.

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