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The Philly Phanatics

Philadelphia Milka

Kraft’s attempts to integrate cream cheese into dishes where it has no right being has not been lost on me, nor Businessweek. (Do I really have to call it Bloomberg Businessweek?)

What I didn’t realize was that all this kraftiness has the makings of an international incident. Cream cheese is not just being recommended for our All-American soups and casseroles—the white plague originated overseas!

In 2008 the brand realized that its biggest users in Western Europe weren’t just treating the product as spread, but as an ingredient, so the company solicited user recipes, which resulted in freakshows like “Thai Spiced Philadelphia Prawns” and “Middle Eastern Lamb Pies.”

Now it all makes sense. We are feeling the repercussions of cuisines that put quark in their curries, as in the recipe found in the German women’s magazine I read on my flight back from Berlin. Frankly, I’d rather we borrow from nations that put corn and mayonnaise on their pizza.

Just be thankful that Philly Indulgence, a cream cheese-chocolate spread already available in Europe, will arrive here next month instead of other Kraft experiments like grapefruit smoothies and a Vegemite blend.

Photo: German Snack Mania

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