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Kraft Mac & Cheese is the latest brand to capitalize on consumers’ insatiable demand for fiber and protein.
The nearly 90-year-old Kraft Heinz brand announced the launch of PowerMac, which contains 17 grams of protein and 6 grams of fiber. It reportedly took Kraft Heinz nearly a year to develop PowerMac’s proprietary protein- and fiber-rich noodles without sacrificing the signature product’s cream cheese flavor.
With twice the protein and six times more fiber per serving, the new Mac & Cheese is available in regular and white cheddar varieties. The company said additional formats will be released later this year.
“Kraft Mac & Cheese has been setting the pace for category innovation with new flavors and formats, and we’re excited to expand that work with the launch of PowerMac,” Ashleigh Edmonds, senior director of marketing for Kraft Mac & Cheese, said in a statement. “PowerMac delivers the functional benefits our fans crave in a way that only Kraft Mac & Cheese can – giving them more food at a better price, with a product that tastes better than similar products.”
According to the food giant, more than half of consumers are looking to add more protein and fiber to their diet. Startups like Goodles, which currently has 6% of the mac and cheese market. According to the Wall Street JournalWe’ve found success by reinterpreting consumer staples using powdered vegetables and other better-for-you ingredients.
Kraft Heinz is optimistic that its iconic name and more “accessible” prices compared to competitors can close that gap and increase purchases by shoppers. The company noted that Better Products is growing “significantly” faster than the broader mac and cheese category, but that consumers don’t buy it as often as other Better Products.
As more and more consumers prioritize their health and turn away from overly processed products, protein and fiber have become essential to many food companies’ plans to restore sales. Over the past few years, Chobanigeneral mills Cheerios And Danon’s silk Added more protein to the item.
The problem with some products is that adding more protein or fiber can change the taste or texture of the product. That’s a big reason why Kraft Heinz emphasized that the healthier PowerMac is the same as the regular line, despite the added nutrients.
The PowerMac is the latest effort by the maker of Lunchables and Jell-O to sell products that align more closely with changing consumer trends as it works to reignite the struggling company’s growth.
Last month, Kraft Heinz’s new CEO Steve Cahillane announced Food company spin-off plan suspendedMany “problems are solvable,” he noted. He said the company plans to spend $600 million on marketing, sales, research and development, as well as improving “product excellence” and potentially lowering prices.
