In its first launch under the Kraft brand since the merger with Heinz in July 2015, Kraft Heinz is entering the UK frozen ready meal (FRM) category with Kraft Macaroni & Cheese.
As the number one Macaroni & Cheese brand in the US, the new launch is set to leverage Kraft across Europe – a move which signifies the start of its presence in the UK.
Available to retailers from this month, Kraft Macaroni & Cheese taps into the fast growing UK consumer demand for American flavours. As consumers become increasingly adventurous with food choices both in and out of the home, consumption of American dishes has increased by 23.4% in the last four years to become the fastest growing cuisine type.
Produced using full-flavoured Monterey Jack cheese, Kraft Macaroni & Cheese is available in Classic, Chipotle, Bacon and Chorizo variants.
The launch is backed by a comprehensive marketing campaign, with the focus on in-store activity.
Matt Mill, Senior Brand Manager at Kraft Heinz, commented: “We’re extremely proud of our Macaroni & Cheese, which showcases our American heritage – the home of Mac and Cheese. The launch will help to drive the UK FRM category – delivering on quality, price, portion and taste.”
