March 17 - Kraft Heinz said it will introduce a high-protein version of its Mac & Cheese in April, a move the company frames as part of CEO Steve Cahillane's push to revive the packaged food maker after pausing plans to split the business.
The new product family, named PowerMac, will be offered in two flavor variants - Original and White Cheddar - and is designed to deliver higher protein and fiber per serving. Each 7.25-ounce box will contain 17 grams of protein and 6 grams of fiber, and will be priced at $2.99 at major retailers.
Cahillane has said the company previously allowed underinvestment to weaken brands in its portfolio, specifically citing Oscar Mayer and Kraft Mac & Cheese. The PowerMac introduction is part of a broader attempt to reinvigorate those core brands while addressing changing consumer preferences.
Industry dynamics are also a factor cited by the company. Kraft Heinz noted that the packaged food industry has been adapting to shifts toward healthier eating, a trend the company says has been accelerated by the U.S. administration's "Make America Healthy Again" campaign and the rapid uptake of GLP-1 weight-loss drugs.
In addition to PowerMac, Kraft Heinz plans to roll out other "better-for-you" items in April. Those launches include Lunchables reformulated to target healthier positioning and Capri-Sun drinks featuring electrolytes and reduced sugar content. All of these product initiatives are included in a $600 million investment program the company announced last month.
The product introductions follow Kraft Heinz's decision last month to halt efforts to split the company, with management saying the performance challenges it faces are "fixable and within our control." The new launches and the reinvestment plan are presented by the company as tactical steps within that strategy.
These developments touch retail and grocery channels where Kraft Heinz products are sold, and signal a targeted response to shifts in consumer demand toward higher-protein and lower-sugar options. Details available from the company include timing, nutrition content, flavor choices, pricing, and the connection of the program to the announced $600 million of investment.