Food giant Kraft Singles is set to introduce three new cheese flavors – Jalapeño, Garlic & Herb, and Caramelized Onion – in an effort to win market share in the flavored cheese segment. The announcement comes after the brand recognized the gap in the market and that 67% of US cheese consumers are eager to try new foods, while sales of flavored cheese slices such as cheddar or gouda surged by 20% in 2020.
The Garlic & Herb and Caramelized Onion flavors are new offerings from Kraft as the company seeks to innovate and meet consumer demands. According to the brand, these three flavors are capable of “elevating any ordinary sandwich into irresistible culinary delights”. Retailers nationwide will start selling the three new cheese flavors in packs of 16 slices this month.
Kraft claims the new range will give a previously unimaginative cheese market a lift, as consumers hunt for more unusual, experimental flavors. The move comes 10 years after Kraft last introduced new flavors of its processed cheese, and the company says that the introduction of Jalapeño, Garlic & Herb, and Caramelized Onion slices effectively addresses the ongoing demand for innovation and meeting consumer demands.
The product launch is a reflection of a broader trend in the food industry toward more out-of-the-box flavors and creative, exciting culinary experiences. This broader shift is not limited to the cheese industry: according to a report by Grand View Research, the global flavored and functional water market is expected to grow at a compound annual growth rate of nearly 12% from 2021 to 2028 due in part to growing consumer preference for healthy, alternative drinks.
With three flavors to choose from, the possibilities for how these new cheese slices can be used in recipe creation are vast. Kraft suggests using Caramelized Onion Singles in a ham and cheese panini, Jalapeño Singles in a steak sandwich, and Garlic & Herb Singles in a chicken parm, but consumers will likely come up with countless other creative suggestions.
Foodies and cheese lovers will undoubtedly embrace the new flavors, which Kraft hopes will inject life into the somewhat predictable processed cheese market. Cheese products have become especially popular during the pandemic, with US cheese sales increasing by 16% in 2020 to reach $21.3bn, according to Grand View Research. With its innovative approach to flavored cheese, Kraft is looking well positioned to capture a chunk of the lucrative market.
