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.
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.
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 formBy GlobalData