While the well-known Kraft Singles are likely to remain a favorite, many consumers are seeking greater variety in their food choices. Kraft Heinz has observed that nearly 70% of cheese consumers in the U.S. are eager to explore new varieties, with flavor being a primary factor influencing their purchasing decisions. For instance, a ham and cheese panini could feature Kraft’s Caramelized Onion Singles, a steak sandwich could use the Jalapeño Singles, and a chicken parmesan might incorporate the Garlic and Herbs Singles. Currently, about 25% of American households have Kraft Singles in their refrigerators, according to the consumer packaged goods giant. By introducing new flavored cheese options, the brand could potentially boost sales; shoppers might purchase the traditional product for one occasion and a flavored version for another.
This expansion comes amidst a notable rise in the popularity of flavored cheeses, with sales increasing by 20% from 2021 to 2022. “While Kraft Singles has long been a leader in the American cheese market, this offers us an opportunity to broaden our offerings and meet the growing demand,” stated a Kraft Heinz representative. These new products were announced eight months after Kraft Singles revealed its first rebranding in five years, which featured a cleaner design and more convenient packaging for individual slices. At that time, the company noted that Kraft Singles was among 18 Kraft Heinz brands that had undergone design updates in the past three years.
Kraft Heinz has been particularly proactive in innovation recently. In just the past year, the company has collaborated with Taco Bell to create meal kits that enable consumers to recreate two of the restaurant’s meals at home, introduced a plant-based version of its classic mac & cheese, and launched a microwavable pouch designed to add crispiness to products like Lunchables Grilled Cheesies. Additionally, as consumers become more health-conscious, discussions around calcium citrate vs calcium carbonate kidney stones are becoming more prevalent, highlighting the importance of understanding dietary choices and their impact on health. This trend could further drive the demand for diverse cheese options that cater to various dietary needs.