KRAFT Mac & Cheese Jalapeño and Ranch
Iconic brand evolves offerings to parallel consumer flavor preferences and trends
KRAFT Mac & Cheese launched two bold, new flavors of its iconic blue box – Jalapeño and Ranch.
KRAFT says that it recognizes a majority of fans – Gen Z in particular – are hungry for more intense, exploratory flavors but prefer to try them in familiar products from trusted brands.1,2 As a comfort food, known for more than 85 years, KRAFT Mac & Cheese aims to delight its fans with the new flavors.
KRAFT Mac & Cheese’s R&D team reviewed more than 40 concepts and 27 unique flavors before selecting Ranch and Jalapeño as the two flavors to launch. According to the company, consumers increasingly crave more unique flavors and convenience at mealtime, and these two offerings deliver all-in-one flavor and efficiency.1
One of the most common “mac hacks” the company discovered for KRAFT Mac & Cheese is the addition of ranch dressing or seasoning. And the company also noted that the spice trend continues to grow in popularity as more consumers crave spicier offerings from their favorite brands.2 Both Ranch and Jalapeño emerged as top contenders during KRAFT Mac & Cheese’s recent “Fan Flavorites” program. When fans could suggest flavors for us to create, thousands recommended Ranch and Jalapeño.
The new flavors are more than just twists on a classic favorite. They embody what KRAFT Mac & Cheese has always stood for – comfort, familiarity, and a sense of warmth that has filled fans up and helped them re-ground and reset through every stage of their lives.
The new KRAFT Mac & Cheese Jalapeño and Ranch flavors are now rolling out on shelves nationwide for a SRP of $1.99, just in time for the back-to-school season.
1Kraft Heinz Foresights & Trends Exploratory Research 2023
2Top Gen Z Food and Beverage Preferences, In-Sight, April 2024
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