Research shows consumers who buy cheese have significantly longer shopping trip times versus non-cheese buying shoppers (40 minutes versus 24 minutes). Kraft has capitalized on this by partnering with over 1000 grocery stores in the US for the rollout of their "Snack Smarter" Snacking Cheese Centers.

The new Kraft Snacking Cheese Center, designed by Display Boys, is a branded structure that allows for easy navigation; builds a relationship between the consumer and the brand, as well as between the brand and the retailer; and creates a "one-glance" interaction, according to John Riley, co-founder and vice president of Display Boys. (continues below)

The initiative aims to enhance the "shopability" of the cheese aisle and leverage the strength of Kraft's snacking cheese portfolio.

With 30% of shoppers around the world waiting until they're actually inside the store to decide which brand they'll buy in the "snack" category, one that has grown to over US$90 billion, reinventing the snacking section of its retail cheese aisles may have been a smart move on the part of Kraft.