Co-branding is among the most common product innovation strategies in the food industry, but in the dairy industry, efforts to simultaneously promote two brands are often confined to the yogurt and ice cream segments. Now cream cheese can add itself to that list, with Kraft’s launch of Philadelphia Cream Cheese with Milka Alpine Chocolate in Germany. Milka is a leading confectionery brand throughout Europe, so it makes sense that Kraft would leverage its equity for a Philadelphia product. Not only is the co-branding unique, but the chocolate flavor is also something not normally found in the cream cheese category. Now that Kraft’s acquisition of Cadbury is complete, perhaps there are more opportunities for cream cheese-confectionery co-branding around the world.
