CHICAGO — Kraft is rebranding salad dressing to get kids to eat more vegetables.
The food giant says it is introducing Kraft Salad Frosting: it’s Kraft Classic Ranch Dressing disguised in a frosting tube.
“Innocent lies parents tell their kids help alleviate the pressures of everyday parenting, and if it gets kids to eat their greens, so be it,” Sergio Eleuterio, head of marketing for Kraft, wrote in an email. “Simple innocent lies are not only part of parenthood, but a true tactic used by parents everywhere. Kraft Salad 'Frosting' is one lie you won’t feel bad telling your kids.”
Kraft claims the new branding will make it easier to convince children to eat broccoli and carrots. To drum up publicity for the launch, Kraft is asking parents to share their best little lies on Twitter using #LieLikeAParent and #contest. The company will select 1,500 winners based on likes and originality and send them a free sample. Click here for more information.
According to the nutritional label, Kraft Classic Ranch Dressing has 110 calories per two tablespoons.
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