Kraft Natural Cheese has recently rolled out their new line of thick cut restaurant-style cheese, Signature Shreds, to transform ordinary home-cooked meals into gourmet experiences typically found in upscale restaurants. The innovative collection features three initial offerings: Cheddar Blend, Mozzarella Blend, and Mexican Blend, all conveniently packaged in reusable 8oz bags. This latest product launch marks a significant milestone for Kraft Natural Cheese following its acquisition by the world’s largest dairy producer, Lactalis, from Kraft Heinz for a whopping $3.2 billion in 2021.
The company claims that Signature Shreds offers “ultimate recipe versatility” due to its unique manufacturing process, resulting in a meltier and stretchier texture. Elena Umanskaya, VP Marketing of Lactalis Heritage Dairy, revealed that the R&D process for the thick cut shredded cheese began immediately post-acquisition and took approximately two years to perfect the formulation with a mix of high-quality ingredients. Designed with the home chef in mind, Signature Shreds aims to meet the growing demand for at-home cooking, which surged to 88% among U.S. consumers during the pandemic.
In light of the current culinary landscape, where U.S. consumers are increasingly opting to cook and eat at home, the demand for cheese has continued to rise. Point-of-sales data firm Circana estimates that 86% of meals are now consumed at home, up from 83% pre-COVID in late 2019. Cheese consumption per capita and overall sales volume are on the upswing, illustrating the strong appeal of cheeses like Signature Shreds for popular dishes like mac and cheese, pizza, and casseroles. Umanskaya emphasized that cheese, as a $12 billion category, remains a staple in American households, with shredded cheese alone accounting for nearly $7 billion in sales by 2023.
Despite the growing popularity of dairy alternatives, the traditional dairy market remains robust. Recent SPINS data analyzed by AgFunder News revealed that while dollar sales of plant-based cheese saw a 26% increase from 2019 to 2023, pound sales declined by 9% due to significant price hikes. Conversely, dairy-free milk experienced the largest growth during the same period, with an 81% increase in dollar sales compared to a 34% growth for conventional milk. Recognizing the potential for protein alternatives, major dairy players like Lactalis are investing in innovation to cater to evolving consumer preferences.
Kraft Natural Cheese’s introduction of Signature Shreds signifies a new era of culinary excellence for home cooks. By blending high-quality ingredients with innovative manufacturing techniques, the brand is poised to elevate everyday dishes to extraordinary levels, catering to the evolving tastes and needs of consumers in a rapidly changing food landscape.
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