Kraft Foods Group has relaunched its Kraft Singles cheese slices in the US to contain no artificial preservatives.

The US grocery company confirmed the technology to be able to create the artificial preservative-free Singles had been in development for five years.

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“We know families today want convenient foods that have no artificial preservatives and a simpler, more recognisable ingredient list, and Kraft is working to deliver more of these options for some of our most beloved brands,” said Brian Gelb, senior associate brand manager at Kraft.

According to a report by Nielsen, nearly four out of ten US households buy Kraft Singles and more than 480 packages of Kraft Singles are sold every minute.

A spokesperson for the company told just-food: “We recognised consumers desired a less processed American cheese that still provides all the same great taste and melt they love, but with fewer artificial ingredients that are associated with processed cheese. In development of the technology, Kraft ensures the steps taken align with the consumer research we conduct so we can precisely deliver products our consumers want and recognise.” 

Gelb added: “It’s just simpler this way, and it’s the way cheese fans want it.” 
While similar launches may be in the pipeline, Kraft was unable to shed light on these. “We cannot speak of any of those future innovations at this time,” the spokesperson said.

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