Kraft Unveils New Brand Identity

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NEW YORK Kraft Foods today unveiled a new corporate logo and brand identity, a move analysts say could better position the food company against private label goods.
 
Kraft, which owns brands like Velveeta and Oreo, is making the announcement at the Consumer Analyst Group of New York Conference, currently taking place in Boca Raton, Fla. Bearing the slogan, “Make today delicious,” the new Kraft logo consists of an upward, red smile exploding into an array of seven “flavor bursts,” each of which represents a different division of Kraft’s business.

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