Nestle launches new product line to compete with Kraft – president says shoppers will turn to them for a ‘cheesy taste’

A NESTLE brand known for its frozen entrées is venturing into new territory.

Stouffer's is coming in hot with the launch of its shelf-stable mac and cheese, aiming to rival Kraft Heinz's dominance in the $2.9 billion category.

The introduction of Stouffer’s Supreme marks a significant shift for a brand traditionally associated with frozen meals like pizzas, lasagna, and mac and cheese.

Celebrating its centennial this year, Stouffer’s sees an opportunity to tap into the two-thirds of consumers who purchase both frozen and boxed mac and cheese, according to Tom Moe, president of Nestle’s Meals Division, per a CNBC article.

Despite Kraft Heinz’s stronghold in this market, Stouffer’s believes its reputation for quality will persuade shoppers to try their new product.

“We’re confident that when consumers crave a rich, supremely cheesy taste, they’ll choose us,” Moe said.

CHEESY TREAT

Stouffer’s Supreme will debut with two options: a classic cheddar and a three-cheese variety featuring cheddar, Gouda, and Parmesan.

The three-cheese variant is described as a “cousin” to its frozen counterpart, while the cheddar is a “sibling, not identical twin.”

The new boxed mac and cheese is designed for stove top preparation and boasts 10% more cheese sauce compared to Kraft’s Velveeta.

This move aligns with Stouffer’s strategy to leverage its strong brand recognition and capture a share of the shelf-stable market.

In addition to this new line, Nestle’s Meals Division is preparing a suite of new frozen products for release this fall, further expanding its product offerings and reinforcing its competitive stance against Kraft Heinz.

RECENT FROZEN FOOD LINE

Nestle is entering the frozen food market with a new brand, Vital Pursuit, aimed at consumers using GLP-1 medications like Ozempic and Wegovy.

Scheduled to launch in fall 2024, this line features products such as sandwich melts, pizzas, and frozen bowls enriched with whole grains or pasta.

GLP-1 drugs have surged in popularity for weight loss and diabetes management, creating a niche for Vital Pursuit.

The brand promises convenience and nutritional benefits, including high protein, fiber, and essential vitamins and minerals.

Stephanie Schiff, a registered dietician at Huntington Hospital, acknowledges the brand’s potential benefits.

“Nestlé’s new food line offers a convenient option with high protein, fiber, and various nutrients,” Schiff noted.

However, she emphasizes that processed foods should not replace a balanced diet of natural, whole foods.

Experts stress that while Vital Pursuit can supplement diets, it should not be relied upon as the sole food source.

“There is no comparison between processed foods and a diet focused on natural, plant-based options,” Schiff warned.

“A diet high in processed foods can increase the risk of various health issues.”

Maintaining a balanced diet and healthy lifestyle remains crucial for those using GLP-1 medications, even with the convenience offered by Vital Pursuit, per experts.