Kraft crafts a greater grater

In the wake of Kraft Foods' appeal to the public for new product and packaging ideas, as it tries to bring new ideas to market more quickly, comes a block of Parmesan cheese encased in a disposable, plastic cheese grater. The unusual plastic container that Kraft calls its Grate-It-Fresh delivers a fresh, grated taste in one easy twist. A twist/turn grating device is outfitted on the base.

Kraft's Kelly Redmond, senior manager of communications, likens the delivery system to a vise that tightens as it twists and presses. The container idea was reportedly inspired by a small grocery store in Italy. The move is the next phase of a drive initiated 12 months ago by Roger Deromedi, chief executive, to tap into innovation outside the company. Launched nationwide last month for a suggested retail price of $4.99 for 7 oz of product, which can be stored refrigerated for up to 150 days, the translucent container comes in a printed film bag with a peel seal on one corner.