Kraft Heinz launches Cracker Barrel macaroni and cheese

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

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

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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.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
Perform company-level analysis to understand business model, size, and geographic focus

Don’t miss out on key market insights that can help optimize your next investment – read the report now.

By GlobalData