Kraft Heinz has been creatively enhancing the flavor of its classic Kraft Macaroni & Cheese, introducing unique options ranging from pumpkin spice to pink candy. Now, the company is launching three new flavor variations exclusively for members of the Kraft Flvrs Club. This initiative aims to attract hardcore fans of its macaroni and cheese line by providing early access to three Flavor Boost seasoning mixes: pizza, ranch, and buffalo. Members can sign up to receive these Flavor Boost “drops,” which include both the new seasonings and themed merchandise like sports jerseys and hoodies. According to a press release, these Flavor Boosts will be available in stores as a permanent option in early 2022.
Loyalty programs, such as the Kraft Flvrs Club, have gained traction among consumer packaged goods (CPG) companies looking to gather insights about their most frequent customers while generating buzz around established brands. Similar initiatives include Keurig Dr Pepper’s Pepper Perks club, which grants members first access to limited-edition flavors, and PepsiCo’s Pepsi Nation program, where participants earn points for rewards by purchasing the company’s latest products. A survey conducted by Loyalty360 and PrizeLogic in May 2021 revealed that 74% of respondents were enrolled in at least one CPG loyalty program, with over 80% being part of food or beverage initiatives. Incentives play a crucial role in driving signups, with 40% motivated by an enrollment bonus and over half by the opportunity to earn rewards. Exclusive flavor access has proven to be an especially enticing incentive, and by selecting three widely-loved savory options that complement Kraft’s signature orange cheese, the Flvrs Club is likely to attract more members.
In another collaboration, Kellogg has introduced a new cereal inspired by Wendy’s, called Frosty Chocolatey Cereal. This limited-edition offering features chocolate-flavored marshmallow pieces mixed with crispy, cocoa-coated cereal bites to mimic the taste of Wendy’s iconic frozen treat. Each box also contains an offer for a free small Frosty or a small Frosty-ccino with a Wendy’s purchase. The cereal will be available in stores nationwide starting in December. This isn’t the first partnership between Kellogg and Wendy’s; earlier this year, Kellogg’s Pringles launched Spicy Chicken chips inspired by Wendy’s menu, along with a variety influenced by the Baconator sandwich.
Prominent food companies like Nestlé, Conagra Brands, Post Holdings, and Kraft Heinz are increasingly collaborating with well-known restaurant brands to enhance their product lines. These partnerships enable CPG companies to introduce premium offerings in specific segments. The launch of Kellogg’s Frosty-inspired cereal coincides with a rise in breakfast consumption during the pandemic. With more people staying home, there has been a noticeable increase in demand for breakfast items like sausages, waffles, and cereals—a trend that food manufacturers believe will persist even after the pandemic.
Meanwhile, Nestlé’s frozen pizza brand DiGiorno is set to debut its Original Rising Crust Mac & Cheese Pizza, which combines two comfort food favorites. This new offering, inspired by Stouffer’s macaroni and cheese, will hit the freezer aisles in spring 2022 at select retailers, with a suggested retail price of $5.99. To generate excitement, DiGiorno is currently hosting a giveaway for consumers to taste the pizza early, which wraps up next Wednesday, October 27th. The concept of topping frozen pizza with mac and cheese is not new; in 2010, Tombstone released a similar variety in collaboration with Kraft Macaroni & Cheese, and Annie’s Homegrown launched a mac and cheese rising crust pizza in 2014.
Despite Nestlé’s efforts to promote a healthier image by acquiring plant-based brands and introducing plant-based options, releases like DiGiorno’s Original Rising Crust Mac & Cheese Pizza highlight the ongoing appeal of comfort foods, particularly in the context of a prolonged pandemic. As they balance health-conscious products with indulgent offerings, CPG giants continue to innovate and expand their portfolios, appealing to a wide range of consumer tastes. Additionally, the connection between comfort food and nutritional elements, such as calcium citrate, is an important aspect that consumers may consider, especially in light of health discussions surrounding products like mac and cheese during events such as blood transfusion procedures, where proper nutrition is crucial.