APT’s Test & LearnTM Featured by Kraft Foods at FMI 2010

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Kraft highlights value of Test & LearnTM tools and approach in working with retail partners on in-market tests

Applied Predictive Technologies

In this competitive industry, our partners have realized the importance of IMTG's ability, using APT, to determine with confidence which ideas work, which don’t, and which could be fine-tuned.

Applied Predictive Technologies (APT), the pioneer in helping organizations harness the potential of Test & Learn™, joined Kraft Foods in highlighting opportunities for consumer goods companies and retailers to partner to improve returns from in-market testing. Invited to join at the collaboration and meeting center at FMI 2010, APT worked alongside the Kraft Food’s team to share insights on how leading retailers can profitably improve shelf layouts, merchandising, marketing and servicing strategies base on tests led by the manufacturer’s In-market Testing for Growth (IMTG) group.

Under its “First to the Table” theme, Kraft Foods showcased an innovative product assortment at this year’s exhibition, highlighting the role that collaboration with retailers and in market tests played in identifying opportunities to better serve customers. Presenting jointly as part of Kraft Food’s “Collaboration,” theme, APT and the In Market Testing for Growth (IMTG) group discussed best practice methods to deploy and measure in-market testing initiatives and Kraft Food’s ability to collaborate with interested partners across the Food Retailing spectrum on a wide range of potential programs and product opportunities.

Autumn McDonald, Kraft Food’s Director of IMTG, noted that “In this competitive industry, our partners have realized the importance of IMTG's ability, using APT, to determine with confidence which ideas work, which don’t, and which could be fine-tuned.”

APT and Kraft have worked together to enhance Kraft Food’s in-market testing capabilities since they initially licensed the APT Test & Learn Analytics Platform in 2007. APT ‘s Test & Learn software provides Kraft Foods, as well as today’s other leading retailers and manufacturers, with the capability to conduct in-store experimentation and data analysis with rigor, confidence, and speed. Using Test & Learn, APT’s customers are able to evaluate a range of initiatives across the retailer-manufacturer relationship, spanning sales/merchandising, marketing, and operations. APT’s Test & Learn Management System for CPG Manufacturers and Retailers is used to answer critical, time-sensitive questions and deliver significant, lasting corporate value for many consumer product and retail leaders.

About Applied Predictive Technologies
APT is the world leader in helping organizations harness the potential of Test & Learn, a powerful fact-based approach for choosing, targeting, and tailoring strategic and tactical actions for maximum impact and profitability. More than 50 Global 2000 leaders have licensed APT's Test & Learn software, including Starbucks, Kraft, Wells Fargo, Holiday Inn, Staples, Lowe's, Victoria's Secret, Food Lion, and Toronto Dominion. APT has offices in London, San Francisco, Taipei, and Washington, D.C. For more information, please visit http://www.predictivetechnologies.com.

About Kraft Foods
With annual revenues of approximately $48 billion, Kraft Foods is a global powerhouse in snacks, confectionery and quick meals. The company is the world's second largest food company, making delicious products for billions of consumers in more than 160 countries. The portfolio includes 11 iconic brands with revenues exceeding $1billion. Oreo, Nabisco and LU biscuits Milka and Cadbury chocolates; Trident gum; Jacobs and Maxwell House coffees; Philadelphia cream cheeses; Kraft cheeses, dinners and dressings; and Oscar Mayer meats. Approximately 70 brands generate annual revenues of more than $100 million. Kraft Foods (http://www.kraftfoodscompany.com; NYSE: KFT) is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index.

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