The BikeBoard Rolls out on boxes of Kraft Macaroni & Cheese


PITTSBURGH, PA – December 4, 2007 – Kraft Foods is serving the BikeBoard as a compliment to its “cheesiest” product. Last year, the BikeBoard was featured in packaging and advertisements for Kraft Foods’ Capri Sun fruit drinks. Now, the BikeBoard is appearing on boxes of Kraft Foods’ Macaroni & Cheese.

The BikeBoard’s prominence in Kraft’s packaging and advertising speaks to the product’s success. George Davison, CEO of Davison, is delighted to see the company’s product on the back of Kraft’s famous blue and yellow boxes. “It just amazes me to see our product there, on a box of Kraft Macaroni & Cheese, illustrated with all of the vibrancy and playfulness that makes it so distinctive,” says George Davison.

Davison, a Pittsburgh-based product design company, was responsible for creating this novel product. Southern California native, John Iavarone, came to Davison with an idea for a hybrid sport product that could mimic the sensation of surfing. Iavarone’s idea was transformed into reality through Davison’s trademarked product development process. This skateboard and bicycle hybrid won an Industrial Design Excellence Award (IDEA) from the Industrial Designers Society of America, and was featured in BusinessWeek magazine.

Currently manufactured and distributed by The BikeBoard Company, LLC., the BikeBoard is one of Davison’s most popular products. It has sold in various sporting goods and toy store chains and has appeared on ABC’S “Extreme Makeover: Home Edition,” “The Gear Guru,” “American Chopper,” and in the 2005 remake of “The Bad News Bears.”

Davison is a new product development company that helps inventors, corporations and entrepreneurs. The company’s services include research, industrial design, video, animation, product samples, packaging, presentation and royalty management. Learn more at

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