Kraft has launched a probiotic-fortified cheddar cheese it says has no taste issues and that is believed to be the first of its kind in Canada. Called Kraft LiveActive, the cheese comes in hard and medium varieties as well as slices, and boasts more than one million Bifidobacterium lactis and Lactobacillus rhamnosus cultures per serving.
"Kraft LiveActive has the same great taste as our popular Cracker Barrel cheese. Now we are giving Canadians probiotics in a food already enjoyed by millions," said Dino Bianco, president of Kraft Canada.
Kraft said the cheese — for which Kraft has established a dedicated website (www.KraftLiveActive.ca) that outlines basic nutritional information about the role of probiotics — was ideal for snacking and sandwiches.
It warned the probiotic count could be reduced if heated although no taste alteration would occur. Kraft said 88 per cent of Canadian households eat cheese daily.