Kraft Natural Cheese has taken a bold step towards revolutionizing home-cooked meals by introducing its new line of thick cut restaurant-style cheese, Signature Shreds. Promising to elevate the dining experience right in the comfort of your kitchen, the collection boasts ultimate recipe versatility with its debut offerings: Cheddar Blend, Mozzarella Blend, and Mexican Blend, all packaged in convenient 8oz reusable bags. This innovative launch marks a significant milestone for Kraft Natural Cheese, following its acquisition by Lactalis from Kraft Heinz for a staggering $3.2 billion in 2021.
According to Elena Umanskaya, VP Marketing of Lactalis Heritage Dairy, a subsidiary of Lactalis USA, the Signature Shreds range has undergone a proprietary processing to achieve a meltier and stretchier texture. Umanskaya emphasized the brand’s 96% awareness in the U.S., positioning Shreds as a unique offering that combines Kraft Natural Cheese’s legacy with Lactalis‘ manufacturing expertise. The exclusive launch event in Nashville, Tennessee, featured former Olympic gymnast Shawn Johnson East, underscoring the brand’s commitment to creating restaurant-style meals at home.
The development of thick cut shredded cheese began shortly after Lactalis’s acquisition of Kraft Natural Cheese, taking about two years to perfect the formulation with mixed ingredients. Designed with the home chef in mind, Signature Shreds aims to meet the needs of consumers amidst the rising popularity of at-home cooking, which peaked at 88% during the pandemic. Point-of-sales data firm Circana reported that U.S. consumers are dining at home more frequently, with cheese consumption per capita and overall sales volume on the rise.
Umanskaya highlighted Kraft Natural Cheese’s mission to offer versatile cheese options for a variety of culinary creations, from mac and cheese to pizza and casseroles. As she stated, cheese is a $12 billion category beloved by Americans, with shredded cheese alone accounting for close to $7 billion in sales as of 2023. The brand remains committed to providing gooey, premium cheese varieties that enhance the at-home dining experience.
In a landscape where dairy-alternative sectors are gaining traction, Kraft Natural Cheese stands firm in its commitment to traditional dairy. While plant-based cheese saw a 26% increase in dollar sales between 2019-2023, pound sales declined by 9% due to significant price hikes. Conversely, dairy-free milk experienced substantial growth, with dollar sales rising by 81% in U.S. foodservice during the same period.
To address the evolving market dynamics, big dairy players like Lactalis are exploring protein alternatives while staying true to their traditional dairy roots. Lactalis recently introduced a line of high-protein and unsweetened dairy-free beverages called „Enjoy!“ in Canada, showcasing its ability to adapt to changing consumer preferences. Despite the rise of dairy alternatives, Umanskaya reiterated Lactalis’s unwavering belief in the essential role of traditional dairy in human wellness and its dedication to championing this cause.
The launch of Signature Shreds by Kraft Natural Cheese signifies a new era in the culinary world, where home-cooked meals are elevated to gourmet levels. With a focus on versatility, quality, and tradition, the brand is poised to redefine the way consumers experience cheese in their everyday cooking adventures.
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