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Kraft Heinz has added a new ‘Everything Bagel’ flavour to its Kraft mac and cheese line, available exclusively on Walmart online through an ultra-limited run.

The new product blends the cult-favourite ‘Everything Bagel’ seasoning with Kraft’s signature cheese sauce, aiming to deliver a new option that satisfies consumer cravings and taps into current food trends.

According to IRI data, the flavoured mac and cheese category has outpaced total mac and cheese category growth by more than seven times over the past five years. Additionally, research by Symrise In-Sight found that nearly half of American consumers like to customise the dish by adding extra seasonings and ingredients.

According to Kraft, it is testing more than 60 potential new flavours for its mac and cheese line, and will release several via these ‘ultra-exclusive’ small-batch drops over the next year.

Everything Bagel flavour, the winning submission from Kraft’s recent ‘Fan Flavorites’ programme, marks the first small batch drop.

The company will release fewer than 15,000 boxes across the US, exclusively through Walmart online until stocks last, for an SRP of $1.58 per box. Nationwide pre-sale began on 25 November, with official sales opening 29 November.

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