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Kraft, General Mills Invite Consumers to Buzz Online

Kraft and General Mills have launched word-of-mouth networks in the hopes of harnessing the positive force of chatter during a time when food prices are soaring and consumers are tightening their hold on purse strings.

General Mills has launched an online network called Pssst in an effort to “build stronger relationships with our consumers,” the company says (via Brandweek). The network, which invites feedback from consumers on what they like and don’t like, launched in September. It currently has 100,000 members.

Kraft launched a new website, KraftFirstTaste.com, which asks consumers to review products and take part in discussion boards; it also includes coupons and sampling offers. Special offers can also be shared with friends.

KraftFirstTaste tells consumers they can “experience new products before anyone else” by joining.

The companies may be following in the footsteps of Procter & Gamble, which launched Tremor - a group of teen “connectors” - in 2001, and followed Tremor up with Vocalpoint, for moms. Tremor currently has 350,000 members.