InnovateWithKraft, as they are now taking ideas from anyone who’s got one to send in

Kraft is accepting ideas under this policy for new products, packaging, and business processes/systems only. We are most interested in ideas that are more than a concept, in particular new products & packages that are ready to be brought to market (or can be brought to market quickly).
Although we very much appreciate: recipes, entertainment ideas, ideas for line extensions for existing Kraft products or packages, ideas for advertising/promotions and the like, such ideas fall outside the scope of this policy–and thus will not be reviewed by our Innovations Team or considered for compensation.

There is more information about how it works (IP and compensation) in their PDF submission packet. You’ll notice the contact info for the SVP of Open Innovation. I’d link to Friday’s WSJ article that brought this initiative to my attention, but of course the WSJ online content is mostly pay-only, so I can’t link to it. Instead, you may want to read this anlysis of Kraft’s efforts by Frank Piller, presumably a specialist in Open Innovation (admittedly a new term to me – can’t we just call it Innovation 2.0?).

Tags: ideas, innovation, kraft, kraft foods, open innovation, product development, submission

9 Responses to “InnovateWithKraft.com”

For more information on the Kraft Open Innovation program, check out the following links: Have an idea? Share it with Kraft [Innovate With Kraft] Kraft and open innovation [The Medici Effect] Kraft goes experiential [PROMO magazine] Innovate With Kraft.com [All this Chittah Chattah] Open innovation at Kraft foods? [Manage to Change] With open innovation, no idea left behind [CNET] Kraft Foods and Crowdsourcing [Mass Customization & Open Innovation]

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I’m a big fan of “open innovation,” but I suspect that Kraft’s program might be a way of price-bargaining
with “innovation sourcers” such as NineSigma. Those companies are gaining some innovation leverage over the old mass market companies with their agile innovation packaging. A public innovation program by
Kraft might take some of the wind from the sourcer’s sails.

Comment by Brian Phipps 06.05.06 @ 12:48 pm





Brian – that’s a great point – I am just naive enough to see everything as a PR move, but I like your informed perspective on this.

Comment by Steve Portigal 06.05.06 @ 1:00 pm





If I botched the html in my most recent comment, this is what I meant to say:

Looks like P&G has had a similar sourcing program for several years, with an ultimate goal of getting 50% of its innovations from outside the company.

That would be remarkable. Pretty soon the only thing holding companies together will be customers. That’s OK by me.

Comment by Brian Phipps 06.05.06 @ 8:33 pm





Well, I was raised boycotting Kraft I don’t think I’ll be helping them package/market their crap…heh heh…

Comment by Candy Minx 06.06.06 @ 12:18 pm





I should tell them how they can repurpose Kraft American Singles as terracotta floor tiles when they are properly prepared (left out for a week and coated with a proper sealant). It’s also possible to mix with different varieties for checkerboard effects.

Comment by dan reich 06.09.06 @ 4:00 pm





Dan – I’m afraid that by blogging your comment here you relinquish all intellectual property for that suggestion and it’s now part of Open Commenting, an exciting new service of All That Chittah Chattah where we monetize and productive your input, suggestions, and opinions. Thank you. Our lawyers will be contacting you to arrange your payment. To us.

Comment by Steve Portigal 06.10.06 @ 3:06 pm





“Open Innovation (admittedly a new term to me – can’t we just call it Innovation 2.0?)”

I had a similar thought Steve and spoke about it here: http://trans4mbiz.blogspot.com/2006/05/innovation-20.html

May be onto something

Comment by Stephen 06.16.06 @ 11:14 am




[...] With Kraft] Kraft and open innovation [The Medici Effect] Kraft goes experiential [PROMO magazine] Innovate With Kraft.com [All this Chittah [...]

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