Four in Ten Canadians Wish They Had More Time in the Day, Including More Time in the Morning to Get Frisky With Their Partner!

Toronto, ON – August 18, 2008 – Only one-third of all Canadians consider themselves a “morning person,” according to a Kraft Bagel-fuls survey, conducted by Research House. Of those polled, almost half (48%) consider themselves creatures of the night. Despite the fact that we’re not morning people, almost one-third of Canadians (29%) are up at the break of dawn during the week, but still aren’t finding enough time in their mornings for daily essentials like making and eating breakfast.

With more to do and less time with which to do it, quick, easy options are the key to maximizing morning hours. New Kraft Bagel-fuls are a warm, golden bagel with creamy Philadelphia cream cheese rolled into one. Ready in less than two minutes, this wholesome, tasty grab-and-go option is a snap to prepare.
On average, it takes Canadians one hour and 29 minutes to complete all their morning activities. For nearly two-thirds (59%), this includes making or eating breakfast, which often comes at the cost of other activities for which they wish they had more time. Included on the wish list are exercise (30%), getting frisky with their partner or spouse (18%), making or eating breakfast (18%), getting themselves ready (18%) and reading the newspaper (18%).

“Women are busier than ever nowadays, often juggling busy careers with families and social lives, taking on more tasks both in and outside of the home,” said Erica Ehm, Former MuchMusic VJ, songwriter, author and creator of yummymummyclub.ca. “With so much going on at once, it’s important to find ways to save time with easy grab-and-go options like Kraft Bagel-fuls which provide me with a warm, wholesome start to the day.”

A Quick Start to the Day
Heated in the toaster or microwave, Bagel-fuls have the warm, golden crust and soft texture of a real bagel wrapped around your favourite Philadelphia cream cheese. Bagel-fuls can also be enjoyed right out of the refrigerator and come in four delicious varieties: Original, Chive, Cinnamon and Strawberry.

“Most people know that breakfast is the most important meal of the day, but still can’t find enough time to fit in everything they want to accomplish in the morning,” said Samantha Taylor, Senior Product Manager, Marketing for Bagel-fuls, Kraft Canada. “Bagel-fuls are a warm, satisfying option, in a convenient format that can be enjoyed quickly at home or on-the-go.”

Each Bagel-ful variety meets Kraft’s Sensible Solution criteria. The Sensible Solution green flag on the package is an easy way to know that Bagel-fuls offer at least 6 g of protein and are a source of 5 essential nutrients. Bagel-fuls are also a better-for-you choice with 190 calories (or less), 5 g of fat (or less) and 220 mg of sodium (or less) per serving.

Bagel-fuls are available in 283 g packages containing four filled bagels at a suggested retail price of $2.99. They can be stored in the refrigerator for up to two weeks and in the freezer for longer term storage. Bagel-fuls are currently available across Canada in the frozen breakfast section of leading grocery stores.

Sizing Up Mornings Across Canada
Where does your city measure up when it comes to the morning hours?

• Across Canada, Montrealers consider themselves more “morning people” than any other city (39%). Torontonians are the least morning-ful people (53%), followed closely by Vancouver (47%).
• Vancouverites are the least likely to get frisky with their partner or spouse if they had more time in the morning (12%), compared to their counterparts in Toronto (19%) and Montreal (19%). They are also among the least likely to make/eat breakfast (48%), followed closely behind by those in Saskatchewan and Manitoba.
• The majority of those wishing they had more time in the morning to exercise are Torontonians (41%). While Vancouverites and Montrealers would still appreciate some time in the morning for exercise, it’s to a lesser degree at just 28% and 26%, respectively. Of all those polled, a wish for more time to exercise was particularly true amongst females (35%).
• Of the major Canadian cities, Montrealers take longer than the national average to get themselves ready in the morning, at one hour and 35 minutes.
• Canadian women also take longer than the national average to get themselves ready in the morning, at one hour and 32 minutes.

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For more information, product samples or to schedule an interview with Erica Ehm, please contact:

Angie Di Rezze/Alicia Storey
Edelman
416-979-1120 x308/x292
angie.direzze@edelman.com/alicia.storey@edelman.com

About Kraft Foods
For more than a century, Kraft (www.kraft.com) has offered delicious foods and beverages that fit the way consumers live. Today, we are turning the brands that consumers have lived with for years into brands they can’t live without. Millions of times a day in more than 150 countries, consumers reach for their favorite Kraft brands, including nine with revenues exceeding $1 billion: Kraft cheeses, dinners and dressings; Oscar Mayer meats; Philadelphia cream cheese; Maxwell House coffee; Nabisco cookies and crackers and its Oreo brand; Jacobs coffees; Milka chocolates; and LU biscuits. Kraft is one of the world’s largest food and beverage companies with annual revenues exceeding $37 billion, more than 100,000 employees and more than 180 manufacturing and processing facilities globally. The company’s stock (NYSE: KFT) is listed on the Standard & Poor’s 100 and 500 indexes as well as the Dow Jones Sustainability Index and Ethibel Sustainability Index. In Canada, company brands include Kraft Dinner macaroni and cheese, Christie cookies and crackers, and Delissio pizza.

Survey Methodology
Research House
These are the findings of a National on-line Omnibus conducted amongst 1016 adults from July 14-18, 2008 using the Research House on-line panel. The sample was weighted to reflect the Canadian population. Based on the sample size, the margin of error is +/-3.10%, 19 times out of 20. In order to qualify for the survey, respondents had to be 18 years of age or older and reside in Canada.