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Classic American pantry staples are getting a major protein- and fiber-packed makeover
Kraft Heinz plans to refresh familiar brands with products aimed at shoppers seeking more protein and fibre, alongside new formats such as sandwich-sized bacon. The launches are part of a wider effort to revive brands that the company’s chief executive says have lacked investment, while responding to interest in wellness without abandoning taste and convenience.
Products include Jell-O pudding with 10 grams of protein, Crystal Light with added protein and fibre, and Kraft Mac & Cheese Cheesy Ramen, due nationwide in early 2027 in three flavours. Kraft Heinz says it has invested a further $700 million in marketing, pricing, staffing and development, and hired 400 employees; about half its 2027 product pipeline will focus on health and wellness. The company expects sales to remain flat next year and return to growth in 2028, though some analysts doubt its brands can be turned around.
In short
- Kraft Heinz is adding protein and fibre to familiar brands.
- Cheesy Ramen is planned for nationwide release in early 2027.
- The company expects growth to return in 2028.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
The refresh could help familiar brands stay relevant as shoppers look for more protein and fibre, while retaining the taste, convenience and affordability that make pantry staples appealing. Kraft Heinz’s investment in product development, marketing and staff may give these brands a better chance to grow and meet changing needs.
The case against
Adding protein or fibre does not by itself show that a product is a healthier choice, and wellness branding could risk overstating what these packaged foods offer. The company’s sales outlook remains subdued, so critics may reasonably question whether new formats and marketing can reverse weak performance or deliver lasting value for shoppers.
Explained simply
Kraft Heinz is a large food company whose brands include Kraft, Heinz, Jell-O and Crystal Light. Many of these products are familiar cupboard staples, sold for convenience and taste.
The company has said some of its brands have not had enough investment and is trying to make them more appealing to shoppers. That includes adding protein or fibre, nutrients linked to the body’s everyday needs, while keeping the products recognisable.
The changes matter because food companies are responding to shoppers who want more nutritious options, and Kraft Heinz is looking for ways to revive sales. The company expects sales to return to growth in 2028, but some analysts are unsure whether its brands can regain momentum.
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