However, Kraft took it as something of a challenge. After all, food manufacturers have tried for decades to produce high-quality baked goods that maintain their flavor profiles and mouthfeels out of the microwave. The daunting aspect for Kraft developers was simple: decades of effort by numerous companies have yielded limited success. Bread products out of the microwave, in particular, tend to tread dangerously close to tough, chewy and dry. While crusts often harden and tend to lack flavor, the edges become dry and overcooked, as the crust bottom becomes soggy. Further complicating matters for Kraft's team of developers, the toppings cook differently in the microwave.
The developers were determined, however, and their efforts led Prepared Foods' judges to recognize the company, its product and, most importantly, the development teams with this year's Spirit of Innovation Award-Retail. The goal for Kraft's innovators would seem simple enough: eliminate the need for the consumer to pre-heat the oven and cut the baking time to little more than a few minutes. Both of those traits are hallmarks of rising-crust, oven-baked, frozen pizzas which have been on the market for a number of years. These may have begun to challenge take-out and delivery restaurants, but Kraft's group was aware of the potential market that could be gained by making such products even more convenient for the consumer.