Kraft Heinz debuts high protein PowerMac pasta line
Kraft Heinz will launch PowerMac high-protein pasta in April as part of a $600 million investment. The move aims to modernize legacy brands and reach consumers.
The Kraft Heinz Company announced on Tuesday its plans to launch a high-protein version of its signature macaroni and cheese, a key step in CEO Steve Cahillane's strategy to revitalize the packaged food manufacturer. This move follows the company's recent decision to pause a planned corporate split, focusing instead on internal growth and brand revival. The new product line, branded as PowerMac, is scheduled for an April release and will feature 17 grams of protein and 6 grams of fiber per serving. The launch comes as the food industry in the United States adapts to changing dietary preferences, influenced by the national Make America Healthy Again campaign and the increasing use of GLP-1 weight-loss medications.
When the company announced the pause in its split last month, management indicated that operational issues were being addressed directly.
The challenges were fixable and within our control.
Cahillane previously noted that a lack of investment had negatively impacted core brands like Oscar Mayer and the traditional Kraft Mac & Cheese. PowerMac will be available in Original and White Cheddar flavors, retailing at $2.99 for a 7.25-ounce box. In addition to the new pasta line, the company plans to introduce reformulated Lunchables and Capri-Sun drinks with electrolytes and reduced sugar this April. These initiatives are part of a $600 million investment into the business, aimed at aligning with modern health trends and consumer demands.
