USA – The food and beverage company, Kraft Heinz has unveiled new Kraft Natural Cheese made with milk from cows raised without the artificial growth hormone rbST.
The natural range includes shredded cheese, natural slices, blocks and snacking cheese, providing an endless offering which consumers who try to avoid added hormones in their food can choose from.
rbST is an artificial growth hormone given to cows to help increase milk production.
According to Kraft Heinz, no significant difference has been shown between milk derived from rbST-treated and non-rbST-treated cows.
“Everything we do at Kraft revolves around the families that love our cheeses and what we can do to delight our consumers,” said Anne Field, Director of Brand Building for Kraft.
“Our goal is to give families Kraft cheese the way it should be, with the same great taste and without the artificial hormone rbST at no additional cost.
As the number one national brand of cheese in the homes of American families, we’re excited to give people another reason to love us.”
Kraft Heinz started selling cheese in 1903 and expanded from Kraft Natural Cheese to include Kraft Macaroni and Cheese, Kraft Singles, Kraft Mayo, Kraft Salad Dressing and Kraft BBQ Sauce.
In what the company termed as future review for its growth and business, Kraft Heinz agreed to sell its Canadian natural cheese business to Parmalat last year for US$1.2 billion.
The sale included natural cheese brands Cracker Barrel, P’tit Quebec and aMOOza! in the Canadian market.
Recently, the dairy giant, Arla acquired Kraft Heinz branded Middle East & Africa cheese business from Mondelez.
In March 2018, the company launched the Springboard Brands to grow organic and natural food brands.
The program targets to support food and beverage start-ups with a focus on developing brands with a shift toward customers who are conscious of their health and wellbeing.