Kraft Singles Rebrand

The Ask: Select an consumer packaged good brand and develop their repositioning and rebranding strategy.

Mission Statement

Kraft singles is dedicated to preserving the comforting nostalgia of a homemade “microwaved grilled cheese,” while delivering a cost-effective product that’s both delicious and fresh-tasting.

Updated Brand Positioning

For those looking for a convenient and delicious option, Kraft Singles delivers the goodness of cheese in every bite. Crafted with care and versatility, these affordable slices make it easy to enjoy quality without sacrificing flavor.

Current Marks

Kraft Single’s packaging strengths include strong brand recognition, consistent product quality, and convenient packaging. However, their packaging delivers perceptions of being "artificial" and limited appeal to health-conscious consumers. Opportunities exist in eco-conscious packaging and appealing to a more “hip” audience.