MilkBite Milk & Granola Bars

by Kraft

2012 – 2012 GONE FOREVER

Gone. Kraft launched it in February 2012, and a spokeswoman later said it was discontinued around the third quarter of that year. The news didn't spread until 2013, as stores sold through the last stock.

Last verified Nov 9, 2026

A granola bar made with real milk, as much calcium as a glass of it, and a home in the refrigerated dairy case. Kraft gave it a Jim Henson Creature Shop mascot named Mel and a national ad campaign. It lasted months.

🧾 One more thingDairy Foods named MilkBite one of the 10 best new dairy products of 2012 in an issue that also reported Kraft was dropping it. An analyst's verdict: shoppers 'do not and did not expect to see a snack bar in the refrigerator.'

Filed under: Snacks & Chips · the ’00s & later

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📅 Timeline

2012Kraft launched MilkBite in February in five flavors at $3.49, with a national ad campaign.
2012Kraft discontinued the bars around the third quarter, according to a company spokeswoman.
2013Dairy Foods reported in January that Kraft was dropping the bars.
2013Kraft confirmed the discontinuation publicly in April.

❓ People also ask

What were Kraft MilkBite bars?

Refrigerated granola bars made with milk, sold in Chocolate, Strawberry, Peanut Butter, Oatmeal Raisin and Mixed Berry, each with as much calcium as an 8-ounce glass of milk.

Why did Kraft discontinue MilkBite?

Kraft cited business reasons. Industry analysts pointed to the fridge: a bar that had to stay cold couldn't be tossed in a bag or kept in a desk drawer.

🧾 Sources

BakeryAndSnacks, Kraft drops its MilkBite milk and granola bars. But were they doomed from the start? (2013)
Food Processing, Kraft MilkBite (2012)
Dairy Foods, Kraft discontinues Milk Bites; Nestle pulls back on 2 ice cream products (2013)

🕯️ Shoppers also mourned