Kraft Launches SecondLife Supermarket

Kraft Foods is using the popular virtual-world web-site to showcase 70 new products as part of its sales pitch to retailers at the annual industry convention, the Food Marketing Institute Show, which runs May 6-8.

Kraft's grand opening of a new Second Life store, "Phil's Supermarket," is named for TV's "Supermarket Guru" Phil Lempert, food editor for the "Today Show." Kraft expects the store to be a permanent feature on Second Life, which it says has 6 million registered users and counting.

According to press information, Kraft has paid an undisclosed amount of money to sponsor the virtual supermarket, and is the only food manufacturer whose brands will appear in the store. Apparently, it is the only packaged goods company tied to the store: Lempert's other partners are IBM and the National Grocer's Association.

Part of Kraft's deal includes links from Second Life to its own Website for nutrition education and to other sites, such as Second Harvest, as well as online forums for Second Life "residents" to chat with Kraft Kitchen experts.

Lisa Gibbons, Kraft spokesperson said, "This non-traditional effort illustrates how we're changing the way we market our products to build brand equity and remain relevant to our key customers."

The supermarket opens with simultaneous online and real-world ribbon cuttings with Kraft North America President Rick Searer at the FMI Show in Chicago. During the ceremony, Kraft will donate $450,000 (in real money) to Second Harvest. It's the first time a corporate donation is being staged in Second Life, says Kraft.

Thirty of its new items are headed to U.S. Supermarkets later this year, with brands that include DiGiorno, Jell-O, Oscar Mayer, Planters and South Beach Diet.
Kraft also announced that it is launching cheeses with probiotics and prebiotics, the digestive aid ingredients that have become the newest buzzwords in nutrition.

With the Opening of "Phil's Supermarket" by Kraft Foods, they will be joining other national/international brands including our very own Associated Content on Second Life.