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In 1925 Walker travelled to the USA to meet PROMOTION J. L. Kraft, and obtained the Australian rights Kraft is a major television advertiser for Kraft processed cheese. In I 926 the Kraft and also uses print and outdoor Walker Cheese Company Pty Ltd, the parent advertising quite regularly. It seeks company of Kraft Foods Limited, was formed to isolate a real point of difference in Melbourne and the first blue packets of or insight into each product to give processed Kraft Cheddar Cheese came off the consumers a valid reason to choose production line. The cheese was a success Kraft. because it did not need refrigeration at a time Its massive portfolio of brands when fridges were rare. It was a good has given rise to many adve1tising alternative to meat, which was expensive, classics such as the Happy Little especially during the Depression years. Vegemites song and the line "coffee, In the early days the Kraft Walker Cheese tea or Bonox". Company bought Kraft Cheese Spread campaigns cheese from cheese revolve around "Any excuse'll do" and factories and Kraft Peanut Butter's campaign is built THE MARKET Kraft Australia has provided processed it. But on a preference for the best with "Never There are Kraft products on the market countless recipes, cookbooks and these factories oily. Never dry". for all members of the family and a advice direct from the Kraft Kitchens. couldn't supply ! The Philadelphia Heaven series of variety of meal and snack occasions. A new Philadelphia cookbook enough high quality adve1tisements which first went to air in Generations of Australians have grown encourages the increasing use of cheese. In 1934, the 2000, depict the light and heavenly taste up on Kraft Singles':', Cheestiks*, Philadelphia in meal preparation. company leased a of Philadelphia. The advertisements Vegemite* and Kraft Peanut Butter*. The Kraft Australia website factory atAllansford, feature the Philadelphia angel in a variety New products are constantly being www.kraft.com.au provides meal ideas near Wan·nambool in of heavenly settings. developed to serve Kraft's consumers. and product information to thousands Victoria. The factory was developed into one of the branded biscuits including Oreo, Ritz Philadelphia Spreadable* with half of people each month. best-equipped and technologically advanced and In a Biskit. In 2003, Kraft BRAND VALUES the fat of butter is meeting the changing Kraft Foods Inc operates in 65 cheese factories in Austmlia. combined two great brands and Kraft is a part of the everyday eating habits of adult Australians and countries and Kraft brands are sold In 1948, foil lining was pe1fected as the best produced new Vegemite In a Biskit. Australian lifestyle because it extending the market for Philadelphia in more than 150 countries world packaging medium for keeping Kraft processed satisfies consumers' ever­ Cream Cheese* far beyond its wide. Kraft Foods Inc employs cheddar fresh. The cheese was shipped to export THE PRODUCT changing needs and tastes. Each traditional role in cheesecakes. New I 09,000 people. Kraft is the second markets in blue cans. The Kraft business spans five core Kraft brand is built on a firm Philadelphia Spreadable flavours are largest food company in the world The year 1950 marked a new era in cheese sectors: snacks, beverages, cheese, foundation of trust, quality and now also available in tubs and pmtions. with a host of trusted brands that date making, when Kraft became the first company in grocery and convenience meals. convenience. New varieties of Kraft salad dressings back as far as 1767. Australia to manufacture and market rindless As well as the vast range of Kraft Wholesome goodness, are launched each spring to provide consumers cheese. products available in most Australian coupled with great taste and product with salad inspiration. HISTORY The first cheese slice (unprocessed Swiss supermarkets, there is also a strong Away innovation, are the keys to the Kraft brand Kraft also markets confectionery and coffee The history of Kraft in Australia begins with cheese) was sold in 1957 in 4 oz and 8 oz packets from Home side to the business which brings all in Australia. in Australia with brands like Toblerone*, Melburnian Fred Walker. In 1903, at the age of nine­ and the Deluxe Processed Cheese Slices were put the popular brands of Kraft to out-of-home venues. *Trademark Kraft Foods Limited (ACN 004 125 07 1). 1 Terry's ' ' and Maxwell House*, as well as a teen, he established Fred Walker and Company in into production two years later. range of Nabisco biscuits including In a Hong Kong, importing Australian goods and Kraft has launched many more famous RECENT DEVELOPMENTS THINGS YOU DIDN'T KNOW ABOUT Biskit*, Oreo*, Ritz, Premium, Chips Ahoy exporting Asian goods to Australia. After gaining Australian brands through the years including The charitable program Kraft Cares was born a few KRAFT and Captains Table*. sound business experience and a good reputation, Vegemite in 1923, Kraft Peanut Butter in 1931, Kraft years ago as a way offormalising Kraft's commit­ he returned to Melbourne in 1908 and started ex­ Mayonnaise*, Cheddar Portions* and Cracker ment to the community. Kraft Cares is a major ACHIEVEMENTS porting Australian goods, especially dairy Barrel Cheese* in 1954 and Philadelphia Cream sponsor ofFoodbankAustralia. Foodbank operates 0 Kraft Foods Inc is the second biggest Kraft is a household name in Australia, synony­ products, to Asia. By 1910 he was exporting Cheese in 1956. Cheestiks and Thousand Island in NSW, Victoria, Queensland, South Australia and food company in the world. mous with foods of the highest quality. Kraft canned butter and cheese to Asia Dressing* were launched in 1965 and Italian, French Western Australia and provides food to various 0 The history of Kraft in Australia dates ensures that its range of products caters to the and the Middle East and Coleslaw Salad Dressings*as well as Kraft charities. back to 1903 and its 19 year-old ever-changing tastes and desires of Australian under the Red Sandwich Spread* in 1970, The Heartwell Fitness Fund is founder, Fred Walker. taste buds. Since 1926, generations of Australian Feather label. followed by Kraft Cheese a physical and social 0 Fred Walker was repmtedly the first Walker's Singles* in 1976. rehabilitation program for children Australian employer to introduce entrepreneurial By the end of the 1980s, Kraft who are suffering from a serious morning tea breaks for his workers in families have grown up interest in the had become the second largest illness or accident. Kraft Car·es 1928. The employees responded with enjoying the great tastes of production of food food company in the world. sponsorship currently allows 13 increased production output. Kraft brands. Kraft has saw him introduce a In response to the growing children to take part in this very 0 The first blue cheddar cheese boxes worked hard to ensure that number of food inno­ demand for lighter options Kraft important program. rolled off the production line in 1926. its products ar·e a big pa1t vations. One of them became one of the first Additionally, Kraft Cares 0 In 1971 a special language called of Australian life. was the introduction of companies in Australia to offer supports the Bone Marrow Kooglese was created to adve1tise Kraft Australia contributes Vegemite, created in 1923 low-fat products. Light and Donors Institute's (BMDI) Koogle, a peanut butter and chocolate millions of dollars every year to the by the chief chemist of the Extra Light Singles and Light Community Awareness Week and combination. Australian economy. In addition to selling Fred Walker Company, Dr Philadelphia were all launched in Red Ale1t Day. These two events 0 In 1950 Kraft was the first Australian directly to Australian retailers, the Cyril Callister, from yeast the early to mid 1990s, Free help to raise the awareness and company to manufacture and market company exports consumer products to produced during brewing at Carlton & United Singles*, which are 97 per cent importance of the Bone Marrow 1indless cheese. many countries. The company employs Breweries. fat free, followed in I 997. Kraft Donor Registry, a register that 0 In 1917 James Kraft supplied the first around 1700 people in Australia and over But before that, in 1916, Chicago businessman Light Peanut Butter was assists in finding a match donor batch of Kraft canned cheese to the US the past 75 years has employed more than James L Kraft had taken out a patent describing the launched in 2001 and Kraft Light for sufferers of serious illness Armed Forces. 50,000 Australians. Many of these jobs process of halting the natural maturing of cheese Parmesan in 2003. such as leukemia. 0 During the war Kraft made up special are in country Australia, consolidating the during processing. This new method would allow In 200 I , Kraft Australia took gift boxes containing an assmtment of close relationship between Kraft and rural cheese to be stored for extended periods of time back ownership of Maxwell Kraft canned meat products, cheese communities involved in the dairy and was acknowledged as one of the greatest House and Tang and also and Vegemite for relatives to send to industry. advances in cheese-making history. acquired a range of Nabisco soldiers and sailors. 68 69 In 1925 Walker travelled to the USA to meet PROMOTION J. L. Kraft, and obtained the Australian rights Kraft is a major television advertiser for Kraft processed cheese. In I 926 the Kraft and also uses print and outdoor Walker Cheese Company Pty Ltd, the parent advertising quite regularly. It seeks company of Kraft Foods Limited, was formed to isolate a real point of difference in Melbourne and the first blue packets of or insight into each product to give processed Kraft Cheddar Cheese came off the consumers a valid reason to choose production line.

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