Same Breakfast, Different Look

Your everyday breakfast, a classic bagel filled with Philadelphia Cream Cheese, is about to have a new face. Kraft’s hundred million dollar idea is their new Bagel-fuls, frozen bagel sticks filled with Philadelphia cream cheese.

In 2003, Kraft tried creating a similar product, called Philadelphia To Go Bagels, included a refrigerated single serve bagel, 1 oz tub of Philadelphia Cream Cheese, and a plastic knife. However, this product was discontinued because it just did not seem to satisfy the “to-go” population. In trying to resolve this issue, Kraft has created Bagel-fuls, and believes that it will speak to the “to-go” population. After a successful pilot in a few stores, even the President of Kraft is excited about this new product and hopes it will surpass the $100 million mark in just a few years.

On April 9, Joy Behar, co-host of ABC’s The View, will give out Bagel-fuls in Times Square. Bagel-fuls is being taken on a twenty plus city sampling tour this summer, which will be supported by many radio stations. Some of the cities that Bagel-fuls will visit include Dallas, Detroit, Atlanta, Chicago, and Olrando. Will Bagel-fuls show up in a city near you? Don't worry if it doesn't, you will find an ad on your local TV station by the end of this month.

According to a recent survey by Impulse Research, about 70% of moms prefer a quick and easy option when preparing breakfast for the family. Bagel-fuls can be stored in the freezer, fridge, and be toasted, heated in the microwave or eaten straight from the refrigerator. Thus, Kraft is reaching out to blogs, and female oriented communities to promote this product.

After a failure in 2003 with refrigerated Bagels, how many people will actually buy this new product?