Kraft Launches LiveActive Cheddar Cheese with Probiotics

TORONTO, ONTARIO, Mar 28, 2007 (CCNMatthews via COMTEX) -- Kraft, Canada's leading branded marketer of natural cheese, is bringing the first cheddar cheese product with probiotics (Bifidobacterium lactis and Lactobacillus rhamnosus), Kraft LiveActive, to the Canadian market. Kraft LiveActive is Canada's first cheddar cheese brand to combine probiotics with the great tasting cheddar cheese that Canadians have come to love.

With more than 88 per cent of Canadian households enjoying cheese daily, consumers can now get probiotic cultures in their daily serving of cheese. Kraft LiveActive contains an average of one billion probiotic 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," says Dino Bianco, President of Kraft Canada.

Kraft LiveActive comes in the following flavours and sizes for you to enjoy:
- 300g Medium Cheddar Cheese with Probiotics (block format)
- 300g Marble Cheddar Cheese with Probiotics (block format)
- 210g Marble Cheddar Cheese with Probiotics (10 individually wrapped cheese snacks)

The new line is available in the refrigerated section of grocery stores nationwide in March, 2007.

Kraft LiveActive is recommended for snacking and sandwiches. Heating Kraft LiveActive may reduce the level of the probiotics, but does not effect its taste.

Why Probiotics in Cheese?
Probiotics are beneficial cultures that, when consumed in adequate amounts, offer health benefits such as improving digestive health, enhancing the immune system and promoting regularity. The probiotic food products category is growing rapidly as consumers are opting for more better-for-you dairy products that are enhanced with probiotics. Visit for more information on the benefits of probiotics.
"Probiotics work naturally with your intestinal microflora to help balance your digestive system," says Richard Black, Vice President of Global Nutrition, Kraft Foods. "Consumed regularly, probiotics have long been known to help deliver significant health benefits."

Kraft Foods
Kraft Foods (KFT) is one of the world's largest food and beverage companies. For more than 100 years, we've offered consumers delicious and wholesome foods that fit the way they live. Millions of times a day, in more than 150 countries, consumers reach for their favorite Kraft brands. Whether it's breakfast, lunch, dinner or a snack, consumers at home and on the go choose: Kraft Dinner macaroni & cheese, Maxwell House and Nabob coffees, Delissio pizzas, Oreo cookies, Ritz and Wheat Thins crackers, Philadelphia cream cheese, Cote d'Or chocolate, Post cereals, Kraft dressings and Crystal Light refreshment beverage. They've also started adding the TASSIMO hot beverage system, and a growing range of better-for-you Sensible Solution products to their shopping baskets, continually expanding their list of Kraft favourites.

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