Consumer Insight Leads Oscar Mayer Selects to Go Gluten-Free

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Oscar Mayer is marrying consumer insights with compelling product innovations by making the full line of Oscar Mayer Selects gluten-free.

Oscar Mayer is marrying consumer insights with compelling product innovations by making the full line of Oscar Mayer Selects gluten-free. According to Packaged Facts, the share of shoppers purchasing gluten-free has doubled – a strong indicator that consumers are looking for these products in the grocery store and Oscar Mayer is delivering. The research organization also reports that 2012 finished with almost $4 billion in gluten-free retail sales and that number is expected to grow to $6.6 billion in four years. Food Marketing Institute attributes that rise to celebrity endorsements and weight loss programs, which are driving the desire for gluten-free options.

"The gluten-free diet is growing in popularity and Oscar Mayer wants to provide consumers with choices at the grocery store," said Heather Buettner, Oscar Mayer Senior Director of New Product Development. According to recent research by Mintel, gluten-free was the most popular "not-in-there" label on pasta, cookies, crackers, sauces and spices.

"At Oscar Mayer, we’re always listening to consumers and we’re hearing that shoppers are looking for gluten-free foods. Our social media listening revealed that conversations around gluten in cold cuts and hot dogs are up more than 250 percent versus a year ago," said Buettner. "With an entire line of gluten-free cold cuts, hot dogs and bacon to choose from, Oscar Mayer provides consumers with a wide range of affordable choices they can feel good about."

Oscar Mayer was the first brand to offer no artificial preservatives, flavors or colors across a complete line of meat products with its Selects cold cuts, hot dogs and bacon. Selects poultry and pork products also have no added hormones, giving consumers more reasons to say "yes" to the foods they love.

A more than $150 million line, Oscar Mayer Selects are available at grocery stores nationwide in 12 varieties: six hot dogs, five cold cuts, as well as bacon. Visit for more information.

Kraft Foods Group, Inc. (NASDAQ: KRFT) is one of North America’s largest consumer packaged food and beverage companies, with annual revenues of more than $18 billion. With the spirit of a startup and the soul of a powerhouse, Kraft has an unrivaled portfolio of products in the beverages, cheese, refrigerated meals and grocery categories. Its iconic brands include Kraft, Maxwell House, Oscar Mayer, Philadelphia, Planters, Velveeta, Capri Sun, JELL-O and Lunchables. Kraft’s 23,000 employees in the U.S. and Canada have a passion for making the foods and beverages people love. Kraft Foods Group is a member of the Standard & Poor’s 500 and the NASDAQ-100 indices. For more information, visit and

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Matt Hamrin

Sydney Lindner