Nestle is launching a line of boxed mac and cheese called Stouffer's Supreme.
Shelf-stable mac and cheese is a $2.9 billion category, dominated by Kraft Heinz.brand, which celebrated its centennial in June, has spent the past 70 years focused on frozen entrees, such as pizzas, lasagna and macaroni and cheese. But with its strong brand recognition, Stouffer's sees an opportunity to capitalize on the two-thirds of shoppers who buy both its frozen mac and cheese and boxed versions from its rivals, said Tom Moe, president of Nestle Meals Division.
Mac and cheese represents a roughly $1.7 billion business for Kraft Heinz, the company's Chief Financial Officer Andre Maciel said at the Barclays Global Consumer Staples Conference on Sept. 5. It isn't bulletproof — changes to SNAP food assistance benefits hurt Kraft's mac and cheese sales in the fourth quarter.
The pasta is made to be cooked on a stovetop and then mixed with its cheese sauce. Stouffer's says its version has 10% more cheese sauce compared to Kraft's Velveeta.
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