best packaging medimn for keeping K.J·aft processed best form of calcium) as a glass of ?~~~=~;:~~~~~~(!ii:I=CC=··~~~~~....... cheddar fresh. The cheese was shipped to export full cream milk. The calcium we ~ markets in blue cans. absorb when young helps protect The year 1950 marked a new era in cheese against brittle bones in later years. making, when Kraft became the first company in Kraft Cheestiks are endorsed Australia to manufacture and market rindless by the Australian Dental cheese. Association and KI·aft works with The first cheese slice (unprocessed Swiss the Association to promote better cheese) was sold in 1957 in 4 oz and 8 oz packets dental care in children. and the Deluxe Processed Cheese Slices were put Kraft DaisyMaths is a unique into production two years later. Australian Internet-based Kraft has launched many more famous program that helps Australian Australian brands through the years including Vegemite in 1923, Kraft Peanut Butter in to become more BRAND VALUES 1931 , Kraft Mayonnaise*, proficient in The Kraft brand in Australia is built upon THE MARKET leader. Much of this expansion occurred in country Callister, from yeast produced during brewing at Cheddar Portions* and Cracker mathematics. conm1ittnent, quality, inspiration, innovation and There are Kraft products on the market for all Australia, consolidating the close relationship Carlton & United Breweties. Barrel Cheese* in 1954, Kraft's support expectation. members of the family and a variety of meal and between Kraft and mral connnunities involved in But before that, in 1916, Chicago businessman Philadelphia Cream Cheese in of DaisyMaths The KI·aft brand values in Australia have grown snack occasions. Generations of Australian the dairy industry. James L K.J·aft had taken out a patent describing the 1956 and Kraft Coon Cheese* allows the crea­ out of nourishing generations of Australian children have grown up on Kraft Singles*, Kraft Australia contributes millions of dollars process of halting the natural matm-ing of cheese in 1957. Cheestiks and tor, Professor families. Cheestiks *, Vegemite* and Kraft Peanut Butter*. every year to the Australian economy. In addition during processing. This new method would allow Thousand Island Dressing* Myles Harding, Kids grow up on K.J·aft Singles, Vegemite and New products are being developed to serve to selling directly to Australian retailers, the cheese to be stored for were launched in 1965 and to make the Peanut Butter. Cheestiks are invariably found in Kraft's family market as well as pushing into other company exports consumer products to many extended periods of Italian, French and Coleslaw program freely school lunch boxes. market sectors with products like low fat dips and, countries. The company employs around time and was ack­ Salad Dressings *as well as accessible to Kraft is a name that parents can b.lJSt instinctively more recently, Taste of Life*- a new range of organic 1400 people in Australia and over .....~ ~ftt~~ nowledged as one of Kraft Sandwich Spread* in everyone on the to assist in meeting the nutt·itionalneeds of their salad dressings. the past 7 5 years has the greatest advan­ 1970, followed by Kraft Cheese Internet. growing families. Philadelphia Spreadable* with half the fat of employed more than 50,000 ces in cheese-making Singles* in 1976. The charitable Wholesome goodness, coupled with great taste butter is meeting the changing eating habits of adult Australians. history. By the end of the 1980s, program Kraft and product innovation, are the keys to the KI·aft Australians and extending the market for Kraft Australia has In 1925 Walker Kraft had become the second Cares was born brand in Australia. Philadelphia Cream Cheese* far beyond its sponsored family tt·avelled to the USA largest food company in the in 1998 as a way traditional role in cheesecakes. entertainment, supported to meet J. L. KI·aft, world. of formalising *Trademark Kraft Foods Limited (ACN 004 125 071 ). Kraft also markets confectionery and coffee in early learning programs and obtained the In response to the growing KI·aft's commit­ Australia with brands like Toblerone*, Terry's*, such as Kraft DaisyMaths Australian rights for K.J·aft demand for lighter options ment to the Jacobs* and Maxwell House*. and provided recipes, processed cheese. In 1926 the Kraft K.J·aft became one of the first conmmnity. cookbooks and advice direct Walker Cheese Company Pty Ltd, the parent Kraft Austra­ THINGS YOU DIDN'T KNOW ABOUT ACHIEVEMENTS fi·om the Kraft Kitchens. company of K.J·aft Foods Limited, was fonned in lia, Taste of Life KRAFT Kraft is a household name in Australia, synony­ Kraft Foods International Melboume and the first blue packets of processed salad dressings mous with foods of the highest quality. Kraft operates in over 140 countties, employing 37,000 Kraft Cheddar Cheese carne off the production line. i/1.\"!lillmi and Vegemite ensures that its range of products caters to the people. Kraft worldwide is the second largest food The cheese was a success because it did not need can now all be 0 Kraft Foods Inc is the second biggest ever-changing tastes and desires of Australian company in the world with a host of trusted brands refi-igeration at a time when fridges were rare. It was low fat products. found on the web with their own Internet sites. food company in the world. tastebuds. Since 1926, generations of Australian that date back as far as 17 67. Free Singles':', Recent new Kraft products also include 0 The history of Kraft in Australia dates families have grown up enjoying the great tastes which are 97 per Snackabouts*, Quick Pasta* and a range of FREE back to 1903 and its 19 year-old ofKI·aft brands including K.J·aft Cheddar Cheese*. HISTORY cent fat free, were Dips*. founder, Fred Walker. Kraft has worked hard to ensure that its products The history ofKraft in Australia begins with launched in 1997. 0 Fred Walker was reportedly the first are a big part of Australian life. Melbm-nianFred Walker. In 1903, at the age PROMOTION Australian employer to introduce Major investments in new plants and of nineteen, he established Fred Walker and THE PRODUCT Kraft is a major television advertiser and also uses morning tea breaks for his workers in technologies dwing the 1990s were directed toward Company in Hong Kong, importing print and outdoor advertising quite regularly. It 1928. The employees responded with making Australian goods and exporting Asian range of products seeks to isolate a real point of difference or insight increased production output. K.J·aftthe goods to Australia. After gaining sound designed to meet the needs of growing families. into each product to give consumers a valid reason 0 The first blue cheddar cheese boxes market business experience and a good reputation, The core brands are Singles, Philadelphia, Peanut to choose K.J·aft. rolled off the production line in 1926. he returned to Butter and Vegemite, but Kraft dips, salad dressings Its massive pmtfolio of brands 0 In 1971 a special language called Melboume in 1908 and a good alternative to meat, which was expensive, and mayonnaise can also be found in many has given rise to many Kooglese was created to advertise exporting especially during the Depression years. Australian homes. advertising classics Koogle a peanut butter and chocolate Australian goods, In the early days the Kraft Walker Cheese As well as the vast range ofKI·aft products that such as the Little combination. especially dairy Company bought cheese from cheese factories can be follild in most Australian supermarkets, there Vegemites 0 K.J·aft was one of the first companies to products, to Asia. and processed it. But these factories couldn't is also a strong foodservice side to the business produce ready-made canned meals By 1910 he was supply enough high quality cheese. In 1934, the which brings all the popular brands of Kraft to out­ such as spaghetti in tomato sauce and exporting company leased a of-home venues. macaroni and cheese. canned factory at Allans­ song and 0 In 1950 K.J·aft was the first Australian butter and ford, near Warr­ RECENT DEVELOPMENTS the line "coffee, company to manufach1re and market cheese to nambool in Victoria. Kraft has recently tea or Bonox". rindless cheese. Asia and The factory was introduced Taste of Life, Current campaigns include 0 In 1917 James Kraft supplied the first the Middle East developed into one a range of organic salad Kraft Smgles (the "bodybuilder for batch of K.J·aft cmmed cheese to the US under the Red Feather of the best­ dressings carrying the kids") With the x-ray kids and the Armed Forces. label. equipped and tech­ seal of the Biological Philadelphia angel constantly tempted by a little 0 Dming the war Kraft made up special Walker's entrepreneurial interest in the nologically advan­ Farmers of Australia "taste of heaven". KI·aft Cheese Spread campaigns gift boxes containing an assortment of production of food saw hin1 introduce a nwnber ced cheese facto­ (BFA). revolve around "Any excuse'll do" and Kraft KI·aft canned meat products, cheese offood innovations. One ofthem was the intro­ ries in Australia. Kraft Singles now supports and carries the Peanut Butter's campaign is built on a preference and Vegemite for relatives to send to duction ofVegemite, created in 1923 by the chief In 1948, foil lining endorsement of Osteoporosis Australia. Each for the best with "Never oily. Never dry". soldiers and sailors. chemist of the Fred Walker Company, Dr Cyril was perfected as the cheese slice contains as much dairy calcium (the 52 53 best packaging medimn for keeping K.J·aft processed best form of calcium) as a glass of ?~~~=~;:~~~~~~(!ii:I=CC=··~~~~~......