Philadelphia Cheesecake Snack Bars

Associated With

Kraft Foods - creator or operator

Defining Feature

Individual cheesecake snack bars sold under the Philadelphia brand

Status

Historical product — documented in Kraft’s 2001 prospectus and a 2005 retail advertisement; formal discontinuation date unverified

Overview

Philadelphia Cheesecake Snack Bars were a Kraft product sold under the Philadelphia brand.

In its 2001 prospectus, Kraft identified Philadelphia as its leading global cream-cheese brand and presented Philadelphia Snack Bars as an extension into a new cheesecake-snack-bar category.

A Fischer’s Market advertisement listed assorted Kraft Philadelphia Cheesecake Snack Bars as an 11.9-ounce item in October 2005.

Why It Mattered

The product extended the Philadelphia cream-cheese brand into what Kraft’s 2001 filing described as a new cheesecake-snack-bar category.

Kraft also used the product as an example of extending a mature brand into what its 2001 filing described as a new, higher-growth category.

Philadelphia Brand Extension

• Kraft identified Philadelphia as its leading global cream-cheese brand in the 2001 filing.
• The filing says Philadelphia Snack Bars extended that brand into cheesecake snack bars.

Corporate Positioning

• The product appears in Kraft’s prospectus as an example of extending mature brands into higher-growth categories.
• The filing describes the resulting cheesecake-snack-bar category as new.

Documented Retail Sale

• A Fischer’s Market advertisement offered assorted Kraft Philadelphia Cheesecake Snack Bars in October 2005.
• The advertisement listed the product as an assorted 11.9-ounce item.

Gallery