Kraft has co-branded its own brands with its new Carb Well brand. The Carb Well name conveys the low-carb formulation and specific positioning of the product. Marrying this name with the company's core brand serves to reinforce with the consumer what the product is, how it will perform and how reliable it is.
The strategy is smart in that once the low-carb craze dies away, the Carb Well brand can simply be taken off the existing products--no new brand name will be abandoned. However, it can potentially backfire because consumers may expect certain products (this Carb Well Balance Bar, for example) to taste just like its core brand, the Balance Bar. Only time is going to tell how well this will work. Stay tuned.