KANSAS CITY — What started in late 2023 with a few companies launching new macaroni and cheese products turned into a full-fledged trend in 2024, as options flooded the market and giving category-leading brand Kraft Mac & Cheese competition.

Kraft Heinz Co., Chicago, responded with its own innovative takes on macaroni and cheese, setting the stage for what may be a pivotal moment for the category. In April 2024, the company expanded its Velveeta cheese brand with launch of pizza and Buffalo flavors for its Shells & Cheese product line — the first additions to the line in 12 years — while debuting a gluten-free Shells & Cheese variety. As for the flagship Mac & Cheese brand, Kraft Heinz launched three flavors in late 2024: jalapeño and ranch in August, and everything bagel in November.

The company also said its plant-based, dairy-free NotMac&Cheese line, developed in collaboration with Santiago, Chile-based NotCo., has performed well since its launch in November 2023.

“For Kraft NotMac&Cheese, it has been performing very well and recorded the highest trial and repeat based on plant-based mac and cheese innovations from the last four years,” Kraft Heinz said.

Pushing Kraft Heinz and other macaroni and cheese makers to innovate is Purchase, NY-based Golden Grain Co., a PepsiCo, Inc., business, that expanded its dry pasta brand Rice-A-Roni in April 2024 to include two new macaroni and cheese products: Mac-A-Roni and Simply Pure Deliciousness Mac-A-Roni. The Mac-A-Roni variety comes in cheddar and white cheddar flavors, while Simply Pure Deliciousness Mac-A-Roni is available in three cheese and white cheddar flavors.

San Francisco-based startup Equii launched two macaroni and cheese products in August 2024.

| Photo: Equii

General Mills, Inc., Minneapolis, also has ramped up its efforts in the category through its Annie’s brand. In September, Annie’s introduced a new formulation for its shells and white cheddar and shells and aged cheddar products.

Smaller companies making a move for shelf space in the macaroni and cheese section include Vancouver, BC-based dairy-alternative cheese company Daiya. In March 2024, the company introduced a line of dairy-free and gluten-free macaroni and cheese products. The dry powdered macaroni and cheese product comes in three flavors: cheddar, white cheddar and aged cheddar.

“We’re always listening to customer requests for new products and innovations as we expand our consumer base and felt a convenient, dairy-free dry powdered mac and cheese with delicious flavor was missing on shelf, so we developed one,” said John Kelly, chief marketing officer of Daiya. “Innovation and development are at the core of what we do at Daiya, and we are always looking for ways to encourage plant-based and dairy-free food exploration — even if you’re not 100% plant-based.”

Similarly, San Francisco-based startup Equii launched two macaroni and cheese products in August 2024. The two varieties, macaroni and cheese and rigatoni, were formulated with a proprietary approach for discovering microbial proteins, which may be used to ferment grains and produce high-protein grain flours. The macaroni and cheese has 19 grams of protein, 6 grams of fiber and 33% less net carbs per 3.5-oz serving, and the rigatoni has 28 grams of protein, 10 grams of fiber and 30% less net carbs per serving, according to the company.

“Since the beginning, Equii has set out to create flour-based foods that people can enjoy without guilt or hesitation,” said Monica Bhatia, co-founder and co-chief executive officer of Equii. “The introduction of Equii rigatoni and mac and cheese to the pasta category allows us to stand out amongst competitors and empower consumers to eat without compromising on foods they love.”

Pasta manufacturer Goodles introduced a “deluxe” macaroni and cheese line in August 2024. The Santa Cruz, Calif.-based company described the pasta as having a low glycemic index as well as containing 16 grams of protein and 7 grams of fiber per serving. The new variety comes in two flavors: Ched Over Heels, a cheddar cheese macaroni, and Shell We Dance, a shell pasta covered in an aged white cheddar sauce.

“Our new deluxe-style mac and cheeses have all the yummy, creamy, cheesy feels and have an added bonus — milk or butter not required, making it easier (to make) than ever,” said Molly Michet, chief product officer at Goodles.