Kraft Mac & Cheese Reinvents Itself with Bold Flavours and Nostalgic Shapes
Kraft Mac & Cheese, a staple in American pantries for nearly nine decades, is taking inspiration from modern streetwear culture in its quest to remain the leader in the boxed mac and cheese market. Its latest offering – a limited-edition everything bagel flavour – takes a page from the exclusive “drop” model popularised by sneaker brands.
This new flavour, which combines garlic, onion powder, and poppy seeds (but notably omits sesame seeds), will be available exclusively on Walmart’s website starting Friday. With only 15,000 boxes produced, Kraft is aiming to spark buzz and capture the attention of TikTok’s trend-savvy audience. This strategy signals a shift for the brand, which traditionally launches new products through mass grocery store distribution.
Fighting for Relevance
Although Kraft Mac & Cheese remains the top-selling brand in its category, holding 41% of the shelf-stable macaroni and cheese market, it faces growing competition. Premium, health-focused brands like Goodles and Annie’s Homegrown are attracting consumers willing to spend more, while private-label options from retailers like Walmart and Aldi are gaining traction with budget-conscious shoppers. These shifting preferences have chipped away at Kraft’s dominance, with its market share down nearly 2% since 2021.
Connor Rattigan, senior research analyst at Consumer Edge, notes that Kraft’s challenges reflect broader trends in the consumer goods industry. “Consumers are either seeking value or healthier alternatives,” he explains. “Whenever you’re the category leader, sales trends tend to mirror the category’s challenges.”
To adapt, Kraft has been experimenting with new flavours and marketing approaches. Recent contests, like the “Fan Flavorites” campaign on social media, invited fans to suggest flavours, resulting in popular new options like jalapeño and ranch. Such offerings often come at a premium price, helping to bolster the brand’s profitability.
Small Batch Buzz
The decision to sell the everything bagel flavour as a limited-edition drop is part of a broader strategy to connect with younger consumers, particularly Millennials and Gen Z, who are drawn to playful, unexpected flavours. Andrea Hernández, founder of the food insights platform Snaxshot, likens Kraft’s approach to Oreo’s successful strategy of releasing unconventional flavours to spark nostalgia and virality.
Kraft is also testing over 60 potential new flavours, with plans to continue experimenting with exclusive online releases.
Pasta with Personality
Beyond flavours, Kraft is revamping its approach to pasta shapes. For decades, the brand has offered child-friendly designs inspired by popular franchises like “SpongeBob SquarePants” and “Rugrats.” Now, Kraft is catering to young adults who grew up with the brand by introducing shapes that tap into nostalgia.
Earlier this year, Kraft unveiled its “Super Mario Power-Up” pasta, featuring designs inspired by the video game’s iconic elements, including Fire Flowers and Super Mushrooms.
“We’re seeing an overlap between families with young kids and young adults hungry for nostalgia,” says Ashleigh Gibson, Kraft Mac & Cheese’s head of marketing.
A Long-Term Play
While these innovations are helping Kraft stay relevant, Rattigan cautions that the brand’s transformation won’t happen overnight. “They need to invest more and work harder to drive consumer interest,” he says.
Kraft’s latest moves signal a brand evolving to meet changing tastes while holding onto the nostalgia that made it a household name. Whether through bold new flavours or playful shapes, Kraft Mac & Cheese is proving it’s willing to innovate to maintain its spot at the top.