Stouffer's is exiting the freezer aisle and taking on Kraft Heinz with its new shelf-stable mac and cheese.
The average American consumer eats mac and cheese 22 times a year, trailing only pizza in its frequency, according to Moe.
Out of those 22 occasions, the mac and cheese comes from a box about 70% of the time.
To start, under the name Stouffer's Supreme, the brand will offer two variations on boxed mac and cheese: a classic cheddar and a three-cheese version made with cheddar, gouda and parmesan.
Moe said the cheddar is a "sibling, not identical twin" of its frozen mac and cheese, while the three-cheese option is a "cousin."
Persons:
Kraft Heinz, Stouffer's, Tom Moe, Moe, Andre Maciel, Kraft's, Nestle, that's
Organizations:
Kraft, Nestle, Nestle Meals Division, Barclays Global Consumer Staples
Locations:
cheddar, gouda