Meet Kraft’s new Bagel-fuls:
Completely lame name, and from a trademark perspective it’s always risky to have a plural trademark that you’re compelled to use in the singular. But that’s not important now. Rather, let me thrill you with Kraft’s own description of why the hell anyone would want cream-cheese stuffed bagel tubes: “Bagel-fuls are one example of how we are reframing our categories. Part of this strategy includes making our products more relevant by understanding key consumer trends, like quick meals – and their impact on our business.” Color me ignorant, I just thought food was there to sustain and nourish you. Don’t get me wrong; I confess to buying some packaged and portion-controlled foods for convenience’s sake along with the rest of America. But somehow a food item that either appears to have had its genesis in a focus group or an inside joke or dare is just not that appealing to me. And the visual of a woman delightedly consuming this decidedly non-bagel shaped product while another woman looks on with envy? Yeah, I figured that one out too. Suffice to say, when my husband and I saw this commercial our visceral response was “Ewwwwwwwwww.” Your mileage may vary.