Kraft is one of America’s most beloved brand names—an icon in kitchens all over the United States.  Like all food companies, however, it has needed to stay on top of consumers’ desire for increasingly healthy foods.  Idiom was asked by your company to name a brand that would signify Kraft’s nutrition initiatives and the healthy new products it spawns.

We worked with a large, multi-disciplinary team of Kraft executives, marketers and nutritionists to create a simple. believable and easy-to-remember expression that would be used to identify those Kraft Foods’ products that meet healthy nutrition criteria.  Created during Idiom’s Super Session, in which the Kraft team participated, Sensible Solutions proved to be the winning name.