173rd New Thing - Ate a MilkBite

Since I'm in the marketing world, I read advertising news articles. I recently read that Kraft had a new product launching in 2012 called MilkBite. Kraft appointed agency, Droga5 (NYC Office), to handle the account. Kraft MilkBites are Milk & Granola Bars are that are available in Strawberry, Chocolate, Oatmeal Raisin, Peanut Butter, and Mixed Berry flavors. Kraft says MilkBite is one of its ‘big bets’ for 2012, aiming to take the lead in the ‘dairy snacking’ category that includes yogurt bars and cheese strings. Droga5 made the product a mascot named Mel, some commercials, and a Facebook page. Mel is soft-spoken and finds himself agonizing over his split identity —part milk, part granola. You can view commercials on the Facebook page or here. I think Mel is adorable. He is a product of Muppet creator Jim Henson’s Creature Shop. The puppet makers opted to create a plain bar (made of foam) adorned with a brilliant red outfit (of red jersey) as a nod to the strawberry bar’s real wrapper (mylar). The Creature Shop enlisted puppeteer Jim Kroupa to add special mechanisms to the tiny versions to give them as much emotional range as their larger, more malleable counterpart. On set, Mel was played by puppeteer Ryan Dillon.

Anyways, I tried the Mixed Berry flavor (cranberry and blueberry pieces) with 140 calories, 75mg sodium, 18g carbs, 3g fiber, 10g sugars, and g protein. You store the bars in the refrigerator. I think the box of 5 bars cost $3.00 but I cannot remember. It tasted pretty good, but kinda pricey for only 5 bars.

 

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