South Beach Diet® Foods from Kraft Evolving to South Beach Living™

Northfield, Ill., (December 6, 2007) – Kraft Foods Inc. is announcing that South Beach Diet® foods are changing to the South Beach Living™ name in December 2007. The name change is a true reflection of The South Beach Diet creator Dr. Arthur Agatston’s philosophy of encouraging people to adopt life-long healthy eating habits.

South Beach Living™ foods from Kraft are for people who want to eat healthier and manage their weight as part of their ongoing lifestyle. The products still offer the same convenient, nutritious and delicious foods based on the principles of The South Beach Diet -- lean protein, fiber, whole grains, vegetables and unsaturated fats like olive and canola oils.

“The new name reflects a long-term approach to healthy eating versus the short-term view people often take of dieting,” said Ryan Clark, Director of Marketing for South Beach Living™ foods. “South Beach Living™ better describes the brand and more clearly reflects our focus at Kraft.”

Clark added the brand is committed to innovation and new products. There are more than 60 offerings in the South Beach Living™ line today and several new products are scheduled to launch in 2008.

Since the close partnership between Kraft Foods and South Beach Diet® founder Dr. Arthur Agatston began in late 2004, the two have advanced their mutual goals of helping people eat and live better. As the brand continues to grow and evolve to meet consumer needs, it continues to have the support of Dr. Arthur Agatston who has always referred to The South Beach Diet as a lifestyle.
“My goal has always been to change the way America eats. Now I have an even larger goal: to change the way America lives,” commented Agatston. “The principles of my plan have always been to have a healthy eating regimen that fits into our varied lifestyles.”

Kraft’s alliance with The South Beach Diet gives consumers many choices whether they are managing their weight or eating for life-long health and wellness. South Beach Living™ will continue to provide innovative offerings and help consumers select products that fit with their specific lifestyle and taste needs. For more information on the full product line, please visit http://www.southbeachdiet.com/kraft.

Kraft has been a leader in marketing products that help people eat and live better, offering a range of nutritious alternatives like fat-free and sugar-free products, as well as those that leverage emerging health and wellness trends. Kraft’s product portfolio provides a broad range of options for consumers to choose different products for various eating occasions.

Contact:
Rachel Lukawski
(312) 988-2371
Rlukawski@webershandwick.com  

Syd Lindner
(608) 285-6820
Sydney.Lindner@Kraft.com

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About Kraft Foods
Kraft Foods (NYSE:KFT) is one of the world's largest food and beverage companies. For more than 100 years, we've offered consumers delicious and wholesome foods that fit the way they live. Millions of times a day, in more than 150 countries, consumers reach for their favorite Kraft brands. Whether it's breakfast, lunch, dinner or a snack, consumers at home and on the go choose: Kraft cheeses, dinners and dressings; Oscar Mayer meats, DiGiorno pizzas, Oreo cookies, Ritz crackers and chips, Philadelphia cream cheese, Milka and Cote d'Or chocolates, Planters nuts, Honey Bunches of Oats cereals, Jacobs, Gevalia and Maxwell House coffees; Capri Sun, Crystal Light and Tang refreshment beverages; and a growing range of South Beach Diet and better-for-you Sensible Solution® options.

About The South Beach Diet
Preventive cardiologist Arthur Agatston, MD developed The South Beach Diet to help his patients whose weight and blood chemistries were not improving. His balanced approach to nutrition and weight management proved highly effective and later served as the basis for his first non-academic work, The South Beach Diet. Subsequent books published under The South Beach Diet title also became bestsellers, including: The South Beach Diet Cookbook (2004); The South Beach Diet Good Fats Good Carbs Guide (2004), The South Beach Quick & Easy Cookbook (2005), and The South Beach Diet Dining Guide (2005), The South Beach Diet Parties & Holidays Cookbook (2006). The South Beach Diet – “Changing the Way America Eats” www.southbeachdiet.com