Kraft Mac & Cheese enters ramen category with new product

USA – Kraft Mac & Cheese has expanded beyond the macaroni aisle with the launch of Kraft Mac & Cheese Cheesy Ramen, marking the brand’s first entry into a new food category in nearly 20 years.

Set to launch in early 2027, the range will be available in Spicy, Chicken and Pork varieties, combining the brand’s signature cheese flavour with ramen.

The launch targets growing demand for bold flavours and customisable eating experiences within the ramen category, which is valued at US$2.7 billion in the USA and has grown 9% year over year, according to data cited by Kraft Heinz.

The company said the cheesy ramen segment has doubled over the past three years, with growth driven in part by demand from Gen Z consumers.

Kraft Heinz said the new products were inspired by consumers already adding cheese to ramen to create a creamier texture and balance spicy flavours.

Nicolas Henault, vice president of marketing for Kraft Mac & Cheese, said: “Consumers are increasingly looking for bold flavours and new ways to enjoy the foods they love, and we’re seeing growing demand for cheesy ramen in the USA.”

The Spicy variety combines Kraft Mac & Cheese’s cheese flavour with a spicy kick, while Chicken pairs the cheese with the savoury flavour of chicken ramen. Pork combines the brand’s cheese flavour with notes of pork ramen for a richer profile

Kraft Heinz said the launch forms part of its strategy to extend its established brands into growing categories and consumer occasions. It follows the introduction of Kraft Mac & Cheese PowerMac earlier this year.

Kraft Mac & Cheese expands with new PowerMac

Additionally, the company introduced PowerMac, a brand-new innovation delivering 17g of protein and 6g of fiber per serving.

PowerMac has expanded the blue box lineup with added nutrition while maintaining its taste, convenience and affordability.

With more than half of consumers looking to add more protein and fiber to their diets, better-for-you mac and cheese offerings continue to grow, significantly outpacing the broader mac and cheese category.

However, better-for-you mac and cheese consumers are not purchasing as frequently as the rest of the category consumers.

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