CHICAGO — The Kraft Heinz Co. is homing in on ancient grains with the launch of Amazing Grains, a new brand of convenient mini meals made with ancient grain ingredients.
“Amazing Grains was inspired for consumers looking for convenient meals made with high quality, nourishing ingredients that taste delicious,” Kelsey Courser, associate director of White Space Platforms for Kraft Heinz, told Food Business News. “We were inspired to create an amazing brand that doesn’t force the consumer to sacrifice on their needs. Amazing Grains is also an inspiring brand for consumers to eat well and do amazing things for their friends, family and communities.”
Containing 6 to 10 grams of protein per product, Amazing Grains’ portfolio includes Overnight Oats and Fusion Grain Bowls, both of which are Non-GMO Project verified.
Amazing Grains Overnight Oats contain a combination of fruits, spices and an ancient grain blend consisting of whole grain oats, whole grain barley, whole grain quinoa, whole grain red wheat and flax. Consumers add milk and refrigerate for a convenient breakfast the next morning, and each cup contains 290 to 330 calories when prepared with 2% milk. Varieties include mocha almond, cranberry maple, and blueberry apple with probiotics.
Amazing Grains Fusion Grain Bowls feature vegetables, sauces and ancient grains, including barley, red quinoa and millet. Each bowl contains 280 to 330 calories and 8 to 10 grams of protein. Varieties include chipotle, featuring chipotle sauce, rice, tomato, onions, black beans and corn; ginger teriyaki, featuring teriyaki sauce, rice, onions, red peppers and broccoli; lemon herb, featuring lemon herb sauce, rice, tomato, zucchini and green bell peppers; and margherita, featuring margherita sauce, rice, sun-dried tomatoes, broccoli, onions and red bell peppers.
“Amazing Grains was inspired for consumers looking for convenient meals made with high quality, nourishing ingredients that taste delicious.” — Kelsey Courser, Kraft Heinz
“Thanks to evolving consumer demands, Kraft Heinz has continued to expand its existing portfolio with better-for-you products that don’t sacrifice convenience or taste,” Ms. Courser said. “Amazing Grains uses high quality ingredients that consumers have come to expect and trust from all Kraft Heinz products, all in a convenient cup for a nourishing meal with at least 6 to 10 grams of protein per serving.”
The overnight oats have a suggested retail price of $1.99 per cup, and the bowls have a suggested retail price of $2.99 each. Amazing Grains are available at grocery stores, including Giant Eagle, Hy-Vee and Publix.
Additionally, Kraft Heinz is testing Amazing Grains Mug Muffins “in small markets to gather consumer learnings,” Ms. Courser said. The muffins boast 7 grams of protein per microwavable cup and come in apple cinnamon and spiced banana varieties.