Dive Brief:
- Kraft Mac & Cheese is launching a cheesy ramen, the brand's first move into a new category in two decades.
- Cheesy Ramen will be available in April 2027 in chicken, spicy and pork flavors.
- The launch will feature single-serve microwavable bowls that can be prepared in 3 1/2 minutes. Owner Kraft Heinz plans to expand the ramen line with brick multipacks and cups for convenience stores.
Dive Insight:
Kraft Heinz is entering the $2.7 billion ramen category as the food giant places bigger innovation bets to turn around some of its top brands.
CEO Steve Cahillane, who took over at Kraft Heinz’s CEO in January, has vowed to spend $700 million to boost innovation and marketing. As part of that effort, Kraft Heinz is identifying opportunities in its portfolio to reach more consumers by catering to dietary preferences and shopper demands.
Earlier this year, Kraft Heinz introduced a protein-heavy mac and cheese called PowerMac, which the company said is performing well and generating incremental sales for the brand. Marketing for Kraft Mac & Cheese is also up 35% year over year.
Kraft Heinz’s decision to enter ramen is a logical extension given its presence in noodles. It also allows Kraft Mac & Cheese to tap into the ramen category, which has grown 9% year over year with younger consumers seeking out more global flavors, the company said.
One bowl of Cheesy Ramen retails for $2.99, which Kraft Heinz said is below premium offerings, provides consumers a new experience without having to spend more. The product also plays into health and wellness trends because it features no artificial flavors or dyes and has 9 grams of protein per serving.
“As Kraft Mac & Cheese celebrates its 90th birthday, we're continuing to find new ways to bring the cheesy goodness fans have loved for generations to life,” Nicolas Henault, vice president of marketing for Kraft Mac & Cheese, said in a statement. “With growing demand for cheesy ramen in the U.S., this gave us an opportunity to bring our cheese expertise to the category in a way that feels familiar and unmistakably Kraft Mac & Cheese.”
