Kraft Heinz is launching a frozen version of its signature Macaroni & Cheese. Kraft Mac & Cheese Deluxe Frozen is available in Original Cheddar and Four Cheese versions at major retailers. The new offering serves people’s desires for comfort food and convenience.
Kraft’s Macaroni & Cheese is already a convenient, simple dish to make, but creating a frozen and microwavable version makes it even easier. This new product brings the more decadent deluxe version of Kraft Macaroni & Cheese to consumers’ forks in minutes, needing nothing except a microwave.
In the last few months, Kraft Heinz’s innovation has gone into overdrive with several new launches. Some, like Kraft Mac & Cheese Deluxe Frozen, have been new spins on beloved and standard products. Some have been entirely new brands in different spaces.
Kraft Heinz is refocusing its efforts to improve innovation, which the company sees as its strongest driver for growth. It developed a process for this kind of development called One Innovation Engine. This approach reimagines product development and leverages breakthrough technologies to create a portfolio that delivers value for consumers based not only on current needs but on future ones as well.The Easy Meals platform has already been on a growth trajectory. In the most recent quarter, while Kraft Mac & Cheese already had easier-to-prepare products, including different sizes of add-water-and-microwave Easy Mac, frozen food as a category is continuing to heat up. In 2020, as COVID-19 was underway, nearly four in 10 shoppers said they consumed frozen foods at least once every few days.