Kraft Macaroni & Cheese is the first offering from the Kraft brand since the company merged with Heinz in 2015.
As the number one Macaroni & Cheese brand in the US, consumed by 50% of the American population, the firm expects the launch will leverage Kraft across Europe.
The dish taps into the fast-growing UK consumer demand for American flavours. The company claims that consumption of American dishes has increased by 23.4% in the last four years to become the fastest growing cuisine type.
Made with Monterey Jack cheese, Kraft Macaroni & Cheese is available in Classic, Chipotle, Bacon and Chorizo flavours. Designed as a main meal solution, the product is suitable for the microwave and oven cooking and will be supported by in-store marketing.
Matt Mill, senior brand manager at Kraft Heinz, said: “We’re extremely proud of our Macaroni & Cheese, which showcases our American heritage – the home of Mac and Cheese. Perfect for consumers looking for something thoroughly indulgent, the launch of Kraft’s comforting cheesy dish will help retailers meet consumer demand for American cuisine, whilst catering to the needs of time sensitive consumers.
“The launch of one of America’s most trusted brands will help to drive the UK frozen ready meals category – delivering on quality, price, portion and taste.”