SnackWell's Invites Women to 'Be Bad and Snack Well' Thanks to New Delicious and Perfectly Portioned Treats

Snack Line Has a New Look and Offers Unique Sweets with an "Off-Switch"

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May 02, 2011, 07:00 ET

EAST HANOVER, N.J., May 2, 2011 /PRNewswire/ -- Those looking for sweet and sensible satisfaction at snack time can now turn to a line of new products from SnackWell's, one of the original better-for-you snacking brands. The brand is completely reinventing its line for women who want to live their lives to the fullest and enjoy perfectly portioned, indulgent snacks. The reinvention is supported with a total makeover featuring new delicious varieties and eye-catching packaging.

Many women struggle with indulging their sweet tooth while still eating sensible portions. This is where SnackWell's come in. Ranging from Fudge Drizzled Caramel Popcorn to Rich Vanilla Creme Brownie Bites, the new SnackWell's line offers a variety of decadent and perfectly portioned treats, made especially for women looking for an "off-switch" for their sweet tooth through portion control. And because women are looking for more variety, the new SnackWell's treats will range from 100 and 150 calories per pack.

"Through our research, we found women's attitudes and preferences toward portion control have evolved in recent years," said Steve Siegal, Senior Brand Manager, SnackWell's. "Today's women want 'calorie control,' but they also want snacks that can satisfy their sweet tooth with rich flavor experiences and a variety of portion sizes. And that's why we turned to SnackWell's, one of the original better-for-you snack brands, to bring women these new snacking choices."

The Whole Package: Delicious Flavor Balanced with Satisfying Portion Sizes

The new SnackWell's is available nationwide mid-April with a suggested retail price of $3.19 per box and each box features five individually-portioned packs. The line includes four new indulgent portion-controlled products:

Fudge Drizzled Caramel Popcorn
White Fudge Drizzled Caramel Popcorn
Fudge Creme Brownie Bites
Rich Vanilla Creme Brownie Bites

And because they fit so well with the brand's new mission, several popular Nabisco 100 Calorie Packs varieties will also be part of the SnackWell's family, including:

Fudge Petites -- Fudge
Fudge Petites -- Mint Fudge
Fudge Drizzled Chocolate Chip Cookies
Fudge Drizzled Double Chocolate Chip Cookies

Fans will still be able to enjoy SnackWell's popular treats, Devil's Food Cookie Cakes and Creme Sandwich Cookies, in a new and modern package.

Permissible Indulgence with a New Attitude -- How Sweet it Is!

The reinvented SnackWell's is supported by a total make-over and a new attitude for the brand. Eye-catching new packaging, designed by Davis, was the inspiration for the new SnackWell's attitude, which is brought to life in bold creative advertising from McGarryBowen. The campaign's key message is: "You can be 'bad' all you want in the things you do - because now there's a way to be 'good' when it comes to sweets". Look out for the first ad running in the May 2nd issue of People, hitting newsstands in late April.

Visit www.nabiscoworld.com/SnackWell's to see the new brand attitude in action and for more product information.

ABOUT KRAFT FOODS

Northfield, Ill.-based Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love. Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2010 revenue of $49.2 billion, more than half of which was earned outside North America. Eleven of the company's iconic brands – including Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia and Trident -- generate revenue of more than $1 billion annually, and 40 have been loved for more than a century. A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index. For more information, visit www.kraftfoodscompany.com and www.facebook.com/kraftfoodscorporate.

SOURCE Weber Shandwick