Mac & Cheese maker goes all-in on protein and other health trends

Kraft Heinz is riding the nutrition trend, announcing its April launch of PowerMac, a high-protein version of its iconic Mac & Cheese. The food company aims to regain a foothold among health-conscious customers.

Each box of PowerMac will retail for $2.99 and boast 17 grams of protein and 6 grams of fiber.

The company is also rolling out low-sugar Capri Sun drinks enhanced with electrolytes and small-sized, healthy Lunchables to appeal to adults and children as an anytime snack.

These launches come as part of new CEO Steve Cahillane’s broader $600 million investment strategy. He mentioned the food giant has been “leaning into affordability.”

Kraft Heinz has faced a challenging few years amid the shifting US food landscape, shaped by the growing popularity of weightloss drugs and the “Make America Healthy Again” campaign. It has lost market share to healthier product offerings and lower-priced options.