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Kraft Heinz Reinvents Classics for New Tastes
2 Apr
Summary
- Kraft Heinz is updating iconic brands like Mac & Cheese, Capri Sun, and Kool-Aid.
- New Mac & Cheese boasts 17g protein and 6g fiber to rival newer competitors.
- Capri Sun Hydrate and Kool-Aid will feature reduced sugar, electrolytes, and added vitamins.
Kraft Heinz is introducing modernized versions of its beloved pantry staples, addressing declining consumer interest. The company is investing $600 million to revitalize its top brands that have faced competition from trendier alternatives and private labels.
Key product revamps include Kraft Mac & Cheese, now PowerMac, enhanced with 17 grams of protein and 6 grams of fiber per serving, aiming to match competitor offerings like Goodles. This improved version will be available in coming weeks for $2.99.
In the beverage sector, Capri Sun will launch Capri Sun Hydrate with 50% less sugar and added vitamins and electrolytes. Kool-Aid is also being reformulated to include electrolytes, positioning it against brands like Liquid IV, with a focus on affordability.
CEO Steve Cahillane expressed optimism that these changes are fixable issues within the company's control, aiming for profitable growth. However, some analysts remain skeptical, suggesting the company may be in worse shape than anticipated and should prioritize affordability over innovation.
