Kraft Foods has an extensive library of recipe content. We’ve created functionality that enables this content to be placed on our retailers’ sites without creating more work for the retailer in terms of managing this content. We also have created click-to-buy functionality. In other words, instead of having to search for every one of the items in the recipe, the shopper just taps “click-to-buy” and the shopping basket is populated with the items in that recipe. The retailer targets the non-Kraft Foods items. Typically the retailer choose private label. This creates a true meal solution for the shopper and increases both private label and Kraft branded items sales.

When the recession hit, our retailers informed us that five-dollar dinners were a big hit. So we quickly retooled all our online merchandising to affordability bundles. For example, So we bundled our meal solutions and augmented them with email ads – offering “Dinner for $5” merchandising on very fast timing. They were extremely successful – so successful that we wound up providing them for all of our online retailers. They still do it today.