A few months ago, Kraft secured a lot of media coverage around their announcement to remove artificial food dyes from some of it’s products. Many in the food industry accused Kraft of a marketing ploy meant to earn positive sentiment from consumers who care about what’s in their food since they chose the least popular lines of their Macaroni and Cheese “Dinner”.
It appears that they’re up to it again, as this Fast Company article points out. Kraft’s new, very natural-looking campaign positions Kraft Singles (the bright orange slices) as natural, from the farm and free of artificial ingredients. In reality, their smart marketing team has cleverly crafted the messages to confuse the average consumer.
What did change is that they claim to have removed an artificial preservative. That’s it. Kraft Singles still have what they refer to as a proprietary ingredient which, by nature of referring to it as such, means that it is not natural and comes from a lab.
You can see more of their smart ads here in the original article. They’re good. But Kraft Singles are not. Experts recommend that we eat real food and real cheese. Kraft isn’t allowed to call their Singles food or cheese.
Kraft Singles do have some real cheese on their ingredient list. But that list also includes whey, milk, milk protein concentrate, milkfat, whey protein concentrate, sodium citrate, less than 2% of calcium phosphate, salt, lactic acid, annatto and paprika extract (color), natamycin, enzymes, cheese culture, and vitamin D3.
Next time you’re at the grocery store, head for the natural or organic section and read the label on a nice piece of real cheese. Does it contain 16+ ingredients?
“As people get more and more interested in the labels that are on foods, more of these sort of artificial food products–they’re trying to make them look healthier or more natural,” he says. “But this is really more trying to put lipstick on a pig.”
My two cents? Stick with real food. You really can’t go wrong.