Dive Brief:
- Kraft Singles is launching three new flavors of its popular cheese offering for the first time in nearly a decade: Jalapeño, Garlic & Herb and Caramelized Onion.
- Previously, the Kraft Heinz-owned brand offered only two flavored sliced cheeses: Sharp Cheddar and Pepper Jack. They were introduced in 2017.
- Kraft Heinz has identified innovations as the single biggest contributor to help it generate $2 billion in incremental net sales by 2027.
Dive Insight:
While the iconic Kraft Singles are likely to reign supreme, many consumers are looking for more variety in their foods.
Kraft Heinz noted nearly 70% of U.S. cheese consumers are interested in trying new varieties, with flavor being one of the leading factors in driving purchasing decisions. Kraft Heinz said a ham and cheese panini could feature its Caramelized Onion Singles, a steak sandwich its Jalapeño Singles, or a chicken parm its Garlic and Herbs Singles.
Currently, an estimated quarter of American households have Kraft Singles in their refrigerator, according to the CPG giant. Introducing new flavored cheese options to the mix could increase sales of the popular brand — a shopper could buy the traditional item for one use and a flavored variety for something else.
The expansion comes amid a recent surge in the popularity of flavored cheeses, with sales rising 20% from 2021 to 2022.
“While Kraft Singles has been a longstanding leader in the American Cheese market, this presents an opportunity for us to further expand our offerings and cater to the growing demand in the market,” a Kraft Heinz spokesman said.
The products come eight months after Kraft Singles announced it was rebranding for the first time in five years through a clean, less cluttered look and easier-to-open wraps for individual slices. At the time, the company said Kraft Singles was one of 18 Kraft Heinz brands that have undergone design overhauls in the past three years.
Kraft Heinz has been especially active recently when it comes to innovation. In the last year alone, the CPG giant has partnered with Taco Bell on a pair of meal kits allowing consumers to make two of the restaurant chain’s meals at home, launched a plant-based version of its iconic mac & cheese and rolled out a microwavable pouch that adds crispiness to items such as its Lunchables Grilled Cheesies.
