Kraft Heinz has rolled out a range of ready meals in the US under a new brand, Devour.

The company said Devour is set to “disrupt” the frozen meals sector by introducing “crave-able meals” into a category from which consumers “traditionally” purchase food they only deem “good enough”.

Devour meals, available at a suggested retail price of US$3.99, aims to turn that around, the company said.

Twelve Devour varieties on offer include white cheddar mac and cheese with applewood-smoked bacon, as well as chicken enchiladas suiza.

Devour brand manager Molly White said: “For years there has been an unmet need in the frozen meal category for food that’s not just dependable but also something you look forward to eating.”

Shares in Kraft Heinz rose in after-hours trading in the US on 4 August after the beans and soup maker upped its quarterly dividend and booked underlying second-quarter earnings that beat Wall Street expectations.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Kraft Heinz does not provide sales figures by category but said it had seen “weak consumption trends” in the frozen nutritional meals segment in the US during the quarter. However, Kraft Heinz has earmarked frozen meals more broadly as one of its “big bets” in the US – categories in which it believes it can drive growth – and, discussing the company’s second-quarter results, COO Georges El-Zoghbi said the group planned to launch more frozen products in the country in the wake of the introduction of Devour.