New Line of Boxed Mac and Cheese: Stouffer’s Supreme Enters the Market
The boxed mac and cheese market is a lucrative one, worth approximately $2.9 billion. Kraft Heinz currently dominates this market, but Nestle is shaking things up with its new line of shelf-stable mac and cheese under the brand name Stouffer’s Supreme.
The Rise of Shelf-Stable Mac and Cheese
According to Tom Moe, President of Nestle Meals Division, the average American consumes mac and cheese 22 times a year, trailing only pizza in terms of frequency. Moreover, about 70% of mac and cheese consumed in American households comes from boxed sources, making it a promising category for Nestle.
Why Nestle is Confident About its New Line
Nestle believes that its strong brand recognition and promise of more cheese sauce will set it apart from the competition. Stouffer’s is entering the pantry aisles after spending the past 70 years focused on frozen entrees, such as pizzas, lasagna, and macaroni and cheese. The company thinks its brand recognition will carry over to the shelf-stable mac and cheese category, allowing it to capitalize on the two-thirds of shoppers who buy both frozen and boxed mac and cheese.
New Line Offers Two Varieties of Boxed Mac and Cheese
Under the name Stouffer’s Supreme, the company is launching two initial products: a classic cheddar and a three-cheese variation made with cheddar, gouda, and parmesan. According to Moe, the cheddar is akin to a “sibling” of its frozen mac and cheese, while the three-cheese option is like a “cousin.” The pasta is designed to be cooked on the stovetop and then mixed with cheese sauce, which contains 10% more cheese than Kraft’s Velveeta.
New Product Lines and Innovations Ahead
The success of Stouffer’s Supreme is not just a one-off event; Nestle has a range of new products in development that will hit the market in the coming months. These new products are aimed at expanding the brand’s portfolio and providing more choices for consumers.
Frequently Asked Questions (FAQs)
Q: What are the two initial flavors being released by Stouffer’s Supreme?
A: The two initial flavors being released are classic cheddar and three-cheese.
Q: How does Stouffer’s Supreme stand out from the competition in terms of cheese sauce?
A: Stouffer’s Supreme contains 10% more cheese sauce compared to Kraft’s Velveeta.
Q: Has Stouffer’s been focused primarily on the freezer aisle, or are they expanding into new product categories?
A: Prior to this launch, Stouffer’s was focused on frozen entrees; with this new line, the brand is entering the shelf-stable mac and cheese category.
Q: Can consumers expect to see a full range of mac and cheese flavors and variations in the future?
A: Yes, according to Nestle, its goal is to provide a variety of options for consumers.
By entering the shelf-stable mac and cheese category with Stouffer’s Supreme, Nestle aims to capitalize on the trend towards more convenient, versatile products that can be stored for longer periods of time. With its promise of rich, supremely cheesy taste and a strong brand name, Stouffer’s Supreme is poised to give Kraft Heinz a run for its money.
