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Kraft applies brakes to Road Kill candy
Kraft Foods, the No. 1 U.S. foodmaker, will stop making its Road Kill candy after consumers and animal-rights activists complained about the sweets shaped like flattened snakes, chickens and squirrels and marked by tire treads.
Road Kill, part of Kraft's Trolli Gummi line, has been on the market since last summer, Northfield, Ill.-based Kraft said yesterday in a statement. The candy was meant to be offbeat, not insensitive, the company said.
The candy drew criticism two days ago from the New Jersey Society for the Prevention of Cruelty to Animals, Kraft spokesman Larry Baumann said. Road Kill will remain in stores until inventories are depleted.
The Trolli Gummi line is part of the candy business the company is selling for $1.48 billion to Wm. Wrigley Jr. Co., the world's largest manufacturer of chewing gum.
"We take comments from consumers very seriously and decided the best course of action in this case was to stop production of the product," Baumann said.
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