Ainsley Harriott Joins KRAFT to Celebrate 100 Years in Cheese
31 August 2009 – Kraft Foods Australia/New Zealand (ANZ) has today announced globally renowned chef Ainsley Harriott will help celebrate Kraft’s 100 year anniversary of cheese expertise in Australia by presenting home cooks with an opportunity to win a share of $100,000 cash.
Kraft Foods recently released KRAFT Natural Cheese Tasty, Colby and Light variants to the market in 1kg, 400g and 200g block sizes. The company, together with Mr Harriott, is calling out to Australian families and home cooks to assist Kraft in writing a new cheese recipe book by sharing their own signature cheese recipes.
Kraft Foods ANZ Head of Corporate Affairs, Simon Talbot, said “Kraft’s new offering has taken the market by storm with its triple-graded natural cheese range ensuring taste, quality and family value is provided to Australian cheese consumers.
“Kraft has created cheese-based meal ideas for Australian families since the early 1900s, and we now have an exciting opportunity for 10 clever and talented Australian home cooks to each win $10,000.
“By submitting their own signature dishes, the deserved winners will directly contribute to creating culinary history as published ‘cheese recipe’ authors in our 2010 Kraft Natural Cheese recipe book.
“We searched far and wide across the globe to find a cheese ambassador for this anniversary milestone who not only shared our excitement and enthusiasm for natural cheese, but also demonstrated values that are aligned with those that consumers have come to expect from the company.
“Ainsley Harriott was always top of our list due to his fun, welcoming and bright nature, together with his demonstrable passion for simple and wholesome cooking that offers convenient meal solutions for busy families”, said Mr Talbot “We are pleased to have Ainsley’s support and commitment to celebrate 100 years in cheese and create one of the biggest cheese promotions ever seen in Australia”, said Mr Talbot.
The name Kraft is synonymous with cheese, with Ainsley Harriott recognising the company for the delivery of family-orientated, dependable, high quality products.
“I think it is a brilliant idea by Kraft to encourage Aussie families to cook together, especially cooking with such a quality, versatile, fun and inexpensive ingredient as natural cheese.
“The world appears to be working harder and longer, so finding quality family time or even time for entertaining friends, has never been of higher importance in my mind – and spending it creating something delicious in the kitchen is truly special”, said Mr Harriott.
The entire range of Kraft Natural Cheese will be progressively shelved in leading supermarkets across the country.
To find out more about Kraft Natural Cheese or to see the timeline from when one of Kraft’s founding fathers, Fred Walker, first began producing cheese in 1909, visit www.kraftcheese.com.au for further details.
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Kraft Natural Cheese is put through a stringent Triple-Grading process to ensure our high expectations are met in relation to three key attributes: flavour, aroma and body/texture.
| 1st Grading |
Kraft Natural Cheese samples are taken to a dedicated grading room at the 3-5 week maturation phase, where our cheese undergoes an assessment or grading by trained cheese graders and/or assessors. At this grading, a plug of cheese is withdrawn from the block and assessed for aroma, texture and flavour. |
| 2nd Grading |
For Kraft Tasty Natural Cheese, the cheese undergoes a further assessment midway through the aging process to ensure no unwanted flavours or changes in the body and texture. When the cheese is ready to be shipped to the cutting pant, there is another minor grading process depending on how much time has passed since it was last graded. |
| 3rd Grading |
At receipt at the cutting plant, samples from each batch of Kraft Natural Cheese are graded by the plant quality manager before being cut, wrapped and shipped. |
About Ainsley Harriott
With such a large catalogue of cookery programmes, highly recognised celebrity chef, Ainsley Harriott is known around the world! Ainsley is not only Britain's most charismatic and energetic TV personality but has become the master of fresh, fun, accessible cuisine.
Ainsley is also a No.1 best selling author, with over two million books sold worldwide. In 2009 he published his latest book, Just Five Ingredients, which is full of quick, practical and delicious family meals using only five ingredients.
Ainsley's food reflects the needs of real life. It is diverse and delicious, but easy to prepare and speedy to cook. Ainsley is proud to support the launch of KRAFT Natural Cheese in Australia, which he sees as a great family product that is readily available, affordable and nutritious. "What's more, it's delicious!" says Ainsley.
Ainsley feels a great connection with Australia, with one of his closest friends being a permanent resident here.
Contacts:
thrive pr + communications on behalf of Kraft Food Australia
Georgia Bainbridge/Clare Campbell
georgia@thrivepr.com.au/clare@thrivepr.com.au