INVENTION GUIDELINES

• Need to increase their energy level mid-afternoon
• Need a pick-me-up without getting overstimulated or having their sleep disrupted later
• Are hungry but do not want to ruin their appetite for dinner
• Are on the go all day long, with little time to stop and eat a proper meal
• Want to eat a healthy diet but don't always know how or have the motivation to do so
• Are not interested in intense amounts of caffeine, sugars, or unnatural ingredients
• Want to feel good about their choices, not guilty
• Put others' needs ahead of their own
• Feel unappreciated and unnoticed
• Sometimes just need a break—physically and psychologically

WHAT KRAFT IS SEEKING

• A sustainable product platform (not just a single product idea)—Kraft is looking for a core idea that can be added and expanded upon. For example, Fiber One® is a cereal that turned into the Fiber One family of products that includes cereal, bars, yogurts, and more. Lunchables® originally included meat, cheese, and crackers, but now feature pizza, tacos, drinks, and a variety of other combinations.
• More than just new flavors.
• Fit within an existing Kraft brand or a compelling reason to create a new brand.
• Unique and innovative.
• Great taste and texture.
• Provides health benefit—"it's something I need to eat everyday anyway."
• Small life improvement, not a lifestyle change.
• Healthier ingredients—Kraft is looking for ideas that are as healthy and unprocessed as possible when balanced with the realities of freshness, cost, and flavor.
• Portable and convenient, easy to eat on the go.
• Engaging—takes some time to eat, thus giving the consumer a mental and physical "time out," during which she can revive her energy levels and get ready for the upcoming tasks.
• Relatively satisfying but won't spoil dinner.
• Energizing without being over stimulating, unnatural, or loaded with caffeine or sugar.
• Offers variety; one size does not fit all. A product platform that can be personalized would be ideal. For example, Special K® cereal comes in a variety of flavors, plus calcium-enriched, protein-enriched, and so forth, so that a woman can choose the cereal that meets her nutritional needs.
• Better than competitive choices.

• Kraft is open to products in many forms—fresh, shelf stable, refrigerated, frozen, or dried. But shelf-life of a product is important, so they are not interested in products that will perish in five days or less. While frozen is probably the least desirable form, it will be considered.
• Alternative forms of existing foods are also welcomed. Taking an existing product and making it more portable and convenient (as GO-Gurt® did with yogurt for kids) is of interest—though be realistic about how this can be achieved.

• Speaks to women—and not a cliché in a pink box. Women respond to tactile packaging, products with curves, elegant boxes that look like a surprise is inside. You might find inspiration at jewelry and cosmetic counters.
• Easy to open without breaking a nail or having to tear into it with your teeth. Think about how a woman might want to open a package.
• Portability is important. Ideally, a woman would sit down and take a moment to eat this re-energizing snack, but she might be in the carpool line waiting to pick up the kids or sitting at her desk.
• This is a transition point for the women. The right packaging might help convey the message of this being the calm before the storm, in a positive way.
• Portion-controlled servings.

• Product should be so female-centric that a man wouldn't want to be seen consuming it.
• Memorable branding, name, marketing ideas that will help Kraft sell the product without being over the top.

• Small indulgence
• Treat me right, treat me well
• It's my time
• You deserve this
• This is just for you
• We notice you, your needs are important
• You are perfect just the way you are
• You can feel good about yourself eating this snack
• This is the boost you need to get through the rest of this day
• You can do it

• These women won't fall for gimmicks and they are tired of being disappointed by products that don't deliver the results promised. Coupons, in-store trials, and trial size products are common ways to entice consumers to give something new a try. Innovative ways to reduce risk of trying something new are also of interest to Kraft.

WHAT KRAFT IS NOT SEEKING

• Products that already exist—make sure you research what's already out there.
• New flavors or shapes of existing products.
• Single product idea. Kraft is looking for a new product platform.
• Products that don't appeal to women.
• Products that are not foods or beverages.
• Supplements or fortification of existing foods.
• Products with excessive amounts of additives, preservatives, caffeine, or added sugars.
• Packaging that is hard to store or transport.
• Products that require a lot of preparation.
• Products that aren't significantly better than competitive choices for the same job.
• Products that are already protected—patented, trademarked, copyrighted, or otherwise owned—by someone else. (Please refer to the Competitive Search and Intellectual Property question in the Submission Guidelines that follow for additional information.)

USEFUL EXAMPLES

• 100 Calorie Packs®
• Crystal Light®
• Go Girl!® energy drink
• Mad Housewife® and Working Girl White® (wine product lines targeted to women)
• Special K®
• Curves® food products
• YoMommy® yogurt

• Secret® deodorant
• Virginia Slims® cigarettes
• barbara k® home improvement tools for women (smaller grip size, lighter weight tools, etc.)
• Many hair and skin-care products such as Dove®, Clairol®, Oil of Olay®, etc.

• Products that give energy, reduce hunger, and provide some nutritional benefit.
• No side effects.
• No guilt associated with eating something that is considered part of a well-balanced diet.
• "Yogurt is a good choice because I need to get more calcium in my diet anyway."

• Products that give energy and reduce hunger.
• Might offer some health benefits (e.g., nuts have protein).
• Satisfies a craving for something salty, sweet, or crunchy but isn't necessarily good for you.
• Have to be careful eating—one handful of nuts is beneficial, several handfuls might be too much. Real fruit juice is good for you (especially if consumed with fiber), but fruit-flavored juices might be empty calories.
• "If I have to snack (and I usually do), then I want it to be filling and fun to eat."

• Products that ruin a diet, give you short-term or no energy, or set you up for an energy crash later.
• Empty calories.
• Might not reduce hunger.
• Look more appealing than healthy options when you're in the crisis moment.
• "If I'm going to have the patience to deal with a hungry family, dinner prep, and the bedtime routine, the last thing I need is a massive jolt of sugar, caffeine, or chemicals! And I don't want a drink as a pick-me-up. I want to chew and actually eat something to keep me going."

A NOTE ABOUT THE DEPTH AND BREADTH OF YOUR IDEA