Kraft Foods developed a new way 'to bring home the bacon', addressing consumers' frustrations with traditional bacon packaging that's messy and difficult to open. The innovation is a high-quality tray that is easy to open and close, convenient to store, and keeps bacon fresher longer. Kraft enlisted Applebaum to develop nomenclature that would announce a new standard for bacon packaging and work across a range of products. The Stay-Fresh name works with the descriptor, Reclosable Tray, to communicate the product benefits — freshness, storage, convenience, and ultimately, value — as well as the reason to believe. The package name proved extendable and is now used on many Kraft products.