It’s… EVERYTHING: KRAFT Introduces the First-Ever Everything Bagel Mac & Cheese Flavor
KRAFT is launching its first-ever Everything Bagel Mac & Cheese flavor, exclusively available on Walmart.com. This innovation emerged as the winning flavor from the brand's 'Fan Flavorites' program, addressing the trend where nearly half of Americans customize their mac & cheese with additional seasonings. The launch marks KRAFT's new flavor-focused strategy, with fewer than 15,000 boxes available nationwide - less than 2% of daily Original KRAFT Mac & Cheese sales. The product will be available for pre-sale starting November 25 at $1.58 SRP. This initiative responds to market data showing flavored mac & cheese category growth outpacing the total category by 7x over the past five years.
KRAFT lancia il suo primo gusto di Mac & Cheese con Everything Bagel, disponibile esclusivamente su Walmart.com. Questa innovazione è emersa come il gusto vincente dal programma 'Fan Flavorites' del marchio, in risposta alla tendenza secondo cui quasi la metà degli americani personalizza il proprio mac & cheese con condimenti extra. Il lancio segna la nuova strategia di KRAFT incentrata sui gusti, con meno di 15.000 scatole disponibili a livello nazionale - meno del 2% delle vendite giornaliere di Original KRAFT Mac & Cheese. Il prodotto sarà disponibile per la prevendita a partire dal 25 novembre a un prezzo consigliato di $1.58. Questa iniziativa risponde ai dati di mercato che mostrano una crescita della categoria del mac & cheese aromatizzato che supera di 7 volte quella della categoria totale negli ultimi cinque anni.
KRAFT lanza su primer sabor de Mac & Cheese con Everything Bagel, disponible exclusivamente en Walmart.com. Esta innovación surgió como el sabor ganador del programa 'Fan Flavorites' de la marca, abordando la tendencia de que casi la mitad de los estadounidenses personaliza su mac & cheese con condimentos adicionales. El lanzamiento marca la nueva estrategia de KRAFT centrada en los sabores, con menos de 15,000 cajas disponibles a nivel nacional - menos del 2% de las ventas diarias de Original KRAFT Mac & Cheese. El producto estará disponible para preventa a partir del 25 de noviembre a un precio sugerido de $1.58. Esta iniciativa responde a los datos del mercado que muestran que el crecimiento de la categoría de mac & cheese con sabor ha superado por 7 veces el crecimiento de la categoría total en los últimos cinco años.
KRAFT가 Everything Bagel Mac & Cheese 맛을 최초로 출시합니다. 이 제품은 Walmart.com에서만 독점 판매됩니다. 이 혁신은 브랜드의 'Fan Flavorites' 프로그램에서 선정된 우승 맛으로, 거의 절반의 미국인이 자신의 Mac & Cheese를 추가 양념으로 커스터마이즈하는 추세를 반영합니다. 이번 출시를 통해 KRAFT의 새로운 맛 중심 전략이 시작되며, 전국적으로 15,000개 미만의 박스가 판매됩니다. 이는 일일 Original KRAFT Mac & Cheese 판매량의 2%도 안 되는 수치입니다. 이 제품은 11월 25일부터 사전 판매될 예정이며 권장 소비자가격은 $1.58입니다. 이 이니셔티브는 지난 5년 동안 맛있는 Mac & Cheese 카테고리의 성장률이 전체 카테고리보다 7배 빠르다는 시장 데이터를 반영합니다.
KRAFT lance sa première saveur Mac & Cheese au Everything Bagel, disponible exclusivement sur Walmart.com. Cette innovation est née comme la saveur gagnante du programme 'Fan Flavorites' de la marque, répondant à la tendance selon laquelle près de la moitié des Américains personnalisent leur mac & cheese avec des assaisonnements supplémentaires. Le lancement marque la nouvelle stratégie axée sur les saveurs de KRAFT, avec moins de 15 000 boîtes disponibles à l'échelle nationale - moins de 2 % des ventes quotidiennes de l'Original KRAFT Mac & Cheese. Le produit sera disponible en précommande à partir du 25 novembre au prix conseillé de 1,58 $. Cette initiative répond à des données de marché montrant que la croissance de la catégorie du mac & cheese aromatisé est sept fois plus rapide que celle de la catégorie totale au cours des cinq dernières années.
KRAFT bringt seinen ersten Geschmack von Everything Bagel Mac & Cheese auf den Markt, der exklusiv auf Walmart.com erhältlich ist. Diese Innovation ging aus dem 'Fan Flavorites'-Programm der Marke hervor und reagiert auf den Trend, dass fast die Hälfte der Amerikaner ihren Mac & Cheese mit zusätzlichen Gewürzen anpasst. Der Launch markiert KRAFTs neue geschmacksorientierte Strategie, mit weniger als 15.000 verfügbaren Boxen landesweit - weniger als 2% der täglichen Verkaufszahlen von Original KRAFT Mac & Cheese. Das Produkt wird ab dem 25. November zur Vorbestellung erhältlich sein, zu einem empfohlenen Preis von 1,58 $. Diese Initiative reagiert auf Marktdaten, die zeigen, dass die Kategorie der aromatisierten Mac & Cheese in den letzten fünf Jahren um das Siebenfache schneller wächst als die gesamte Kategorie.
- Flavored mac & cheese category has grown 7x faster than the total category over past 5 years
- Company is testing 60+ new potential flavors for future releases
- Strategic expansion into trending flavor innovations
- production run of less than 15,000 boxes indicates minimal revenue impact
- Exclusive distribution through single channel (Walmart.com) limits market reach
Insights
This new product launch represents an interesting strategic pivot for KRAFT. The flavored mac & cheese segment has shown remarkable growth, outpacing the overall category by
The
As the winning flavor from the brand’s “Fan Flavorites” program, KRAFT will release an ultra-limited run exclusively on Walmart.com
(Photo: Business Wire)
Over the past five years, the flavored mac & cheese category has outpaced total mac & cheese category growth by 7x.2 More than 50 new flavored mac & cheese products have hit shelves since 2019, yet there has never been an Everything Bagel flavor. From bagels and schmear to breakfast sandwiches, everything bagels and cheese have long been a dynamic duo. The versatile and savory seasoning enhances the cheese’s mellow, buttery taste, creating the perfect bite. For the first time, KRAFT is bringing the beloved breakfast pairing to the mac & cheese aisle.
“As a consumer-obsessed brand, our goal is to introduce new products that deliver on what our fans are craving,” says Sara Roashan, Associate Director of Innovation for KRAFT Mac & Cheese. “Last year, we launched a contest to give fans a forum to share what flavors they would want to see from us. After receiving hundreds of requests for an Everything Bagel flavor, we’re thrilled to officially introduce it to the world.”
As consumers are looking for bolder, more exciting flavor offerings, KRAFT is piloting a new flavor-focused expansion strategy.3 Leveraging market and social media trends, consumer feedback, and fan suggestions, KRAFT is bringing unexpected and crave-worthy new flavors to market in record time – in fact, the brand is currently testing more than 60 potential new flavors. Over the next year, the beloved mac & cheese brand will release several new flavors via ultra-exclusive, small batch e-commerce drops, limited-edition in-store products, and/or permanent portfolio additions.
Everything Bagel marks the first small batch drop for the brand – releasing fewer than 15,000 boxes nationwide, which is less than two percent of the number of boxes of Original KRAFT Mac & Cheese the brand sells each day.4 Fans can order KRAFT Mac & Cheese Everything Bagel exclusively on Walmart.com for an SRP of
For more information, follow KRAFT Mac & Cheese on Instagram @kraft_macandcheese and TikTok @maccheesebykraft.
1Top Gen Z Food and Beverage Preferences, In-Sight, April 2024
2IRI Annual consumption Data from 2019- 2023
32024 Mac & Cheese Category Lapsed Buyer Study, Numerator Survey
4IRI, Last 13 weeks sales as of 10/27/24
ABOUT THE KRAFT HEINZ COMPANY
We are driving transformation at The Kraft Heinz Company (Nasdaq: KHC), inspired by our Purpose, Let’s Make Life Delicious. Consumers are at the center of everything we do. With 2023 net sales of approximately
View source version on businesswire.com: https://www.businesswire.com/news/home/20241120660032/en/
ALISON BROD MARKETING COMMUNICATIONS
Kraftheinz@abmc-us.com
THE KRAFT HEINZ COMPANY
alexandra.lieberman@kraftheinz.com
Source: The Kraft Heinz Company
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