- As part of an expanded strategy to appeal to evolving consumer tastes, Kraft will soon begin offering an “everything bagel” flavor-enhanced version of its boxed mac and cheese product.
- The company is only producing 15,00 boxes of the flavor, and it will be exclusively available through Walmart.com beginning on November 25.
- The idea was submitted through Kraft’s “Fan Flavorites” program and underscores a new, flavor-focused strategy that the company will run over the next year.
According to IRI, the flavored mac and cheese category has outpaced the total mac and cheese category sevenfold, with more than 50 new flavored products hitting the shelves since 2019. Additionally, nearly half of all Americans customize their mac and cheese by adding extra seasonings and ingredients, per In-Sight’s Top Gen Z Food and Beverage Preferences report.
“As a consumer-obsessed brand, our goal is to introduce new products that deliver on what our fans are craving,” said Sara Roashan, associate director of innovation for Kraft Mac & Cheese, in a statement. “Last year, we launched a contest to give fans a forum to share what flavors they would want to see from us. After receiving hundreds of requests for an Everything Bagel flavor, we’re thrilled to officially introduce it to the world.”
The product launch is part of a new flavor-expansion strategy Kraft is piloting that will leverage market and social media trends, consumer feedback and fan suggestions to bring new products to market quickly. According to a release, the brand is currently testing more than 60 potential new mac and cheese flavors. Some of those products will be released as small-batch, e-commerce drops, while others will become part of the brand’s permanent portfolio.
