The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

Kraft Heinz’s Kraft Mac & Cheese brand has added a new protein-boosted innovation, PowerMac, to its portfolio in the US.

Tapping into the protein boom, the new product contains 17g of protein and 6g of fibre per serving. It aims to deliver a nutrition-boosted offering that stays true to the taste, convenience and affordability of the brand’s popular core range.

With more than half of consumers seeking more protein and fibre according to Mintel research, Kraft Heinz noted that growth of  ‘better-for-you’ mac and cheese offerings is significantly outpacing the broader mac and cheese category. However, the company observed that consumers purchasing these ‘better-for-you’ varieties are not buying as frequently as the wider mac and cheese category’s consumers.

The new innovation combines protein- and fibre-enriched macaroni pasta with Kraft Heinz’s classic cheese powder, delivering what the brand describes as a ‘creamy and craveable’ product offering the same familiar cheese taste as its core offering.

Available in two flavours, Original and White Cheddar, PowerMac rolls out at major retailers across the US in April 2026, priced at $2.99 per 7.25oz box. It will also expand into other formats later this year.

Ashleigh Edmonds, senior director of marketing for Kraft Mac & Cheese, said: “Kraft Mac & Cheese has been setting the pace in category innovation with new flavours and formats, and we’re excited to extend that work with the introduction of PowerMac”.

She added: “As a consumer-obsessed brand, we developed PowerMac for consumers who want more from their everyday meals without compromising on great taste. PowerMac delivers the benefits fans are craving in a way that only Kraft Mac & Cheese can; with a product that outperforms similar offerings in taste, while offering more food at a better price.”