Kraft Heinz launches Cracker Barrel macaroni and cheese - Just Food
Join Our Newsletter - Get important industry news and analysis sent to your inbox – sign up to our e-Newsletter here
X

Kraft Heinz launches Cracker Barrel macaroni and cheese

11 Apr 2016

Kraft Heinz is launching macaroni and cheese under its Cracker Barrel Cheese brand in the US.

Kraft Heinz launches Cracker Barrel macaroni and cheese

Kraft Heinz is launching macaroni and cheese under its Cracker Barrel Cheese brand in the US.

The company has developed a range of four: Sharp Cheddar Macaroni & Cheese; Sharp White Cheddar Macaroni & Cheese; Cheddar Havarti Macaroni & Cheese; and Sharp Cheddar & Bacon Macaroni & Cheese.

“Cracker Barrel has such a rich history of cheese-making, known and loved for its smooth creaminess and bold sharpness,” said Johnni Rodgers, brand manager of meal solutions at Kraft Heinz. “A natural next step was to combine our award-winning cheddar with macaroni – bringing a premium and authentic offering to the boxed dinner aisle.”

Asked if Kraft Heinz was concerned the new products might cannibalise sales of the company’s Kraft macaroni and cheese product, a spokesperson for the company told just-food: “No, Cracker Barrel macaroni and cheese is for families with older children who buy prepared macaroni and cheese from restaurants or refrigerated sections at grocery stores rather than shelf-stable packaged varieties.”

The product is priced at US$3.49 for an individual 14oz box.