USA | Nearly half of Americans customise their mac and cheese by adding extra seasonings and ingredients, affectionately known as “mac hacks.”
KRAFT Mac and Cheese announced the ultimate mac hack, blending a cult-favourite seasoning and the brand’s signature cheese sauce in a crave-worthy fusion.
The KRAFT Mac and Cheese, Everything Bagel flavour, was a submission from KRAFT’s recent “Fan Flavorites” programme.
Over the past five years, the flavoured mac and cheese category has outpaced total category growth. More than 50 new flavoured mac and cheese products have hit shelves since 2019, yet there has never been an Everything Bagel flavour.
From bagels and schmear to breakfast sandwiches, bagels and cheese have long been a dynamic duo. The versatile and savoury seasoning has enhanced the cheese’s mellow, buttery taste, creating the perfect bite.
“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 and Cheese.
“Last year, we launched a contest to give fans a forum to share what flavours they want to see from us. After receiving hundreds of requests for an Everything Bagel flavour, we’re thrilled to officially introduce it to the world.”
KRAFT has piloted a new flavour-focused expansion strategy as consumers seek bolder, more exciting flavour offerings. Leveraging market and social media trends, consumer feedback, and fan suggestions, KRAFT has brought unexpected and crave-worthy new flavours to market in record time. The brand has been testing more than 60 potential new flavours.
Over the next year, the beloved mac and cheese brand will release several new flavours via ultra-exclusive, small-batch e-commerce drops, limited-edition in-store products, and permanent portfolio additions.
Everything Bagel has marked the brand's first small batch drop, releasing fewer than 15,000 boxes, less than two percent of the number of boxes of Original KRAFT Mac and Cheese the brand sells daily.
