Kraft Mac & Cheese Hits The Freezer Aisle For The First Time Ever

For those lacking the time or energy to boil water, add noodles, drain them, and stir them with sauce, know that your voice has been heard. Kraft has eliminated nearly every hurdle standing between you and its iconic macaroni and cheese with two new frozen versions that require nothing more than a microwave oven. In a press release, the company announced the rollout of Original Cheddar and Four Cheese Kraft Mac & Cheese Deluxe Frozen, each featuring "perfectly cooked macaroni pasta covered in a creamy, homestyle cheese sauce and topped with real cheddar cheese."

The move is driven by what Kraft says is a shift in consumer spending towards comfort and convenience. People are embracing foods that evoke warmth and happiness, and Kraft sees its Mac & Cheese as "America's favorite comfort food." With that, though, is the awareness that life is hectic and people have more demands on their time than ever before. Thus, Kraft wants to ensure that people can settle into a bowl of their macaroni and cheese without having to worry about all the cooking and cleaning, relatively minimal though it may be.

Deluxifying life

The new Kraft Mac & Cheese Deluxe Frozen is part of its Deluxe line. The brand's aim is to "deluxify" our lives, which seems to be a nod to the luxury of convenience these products will bring to the table, and that's just swell by us.  Boxed Kraft Deluxe features packets of pre-made cheese sauce rather than the powdered version found in regular Kraft Mac & Cheese, and as we mentioned, the pot and ladle can stay in the cabinet. To underline this vibe, Kraft has announced two highlights to support the campaign.

Tied to this product launch are limited-edition promotional items, and Kraft doesn't disappoint here either. To keep its fans from freezing while perusing the freezer aisle for these new offerings, the company has released a unique elbow macaroni-patterned "deluxified" cardigan in the brand's bold blue and yellow color scheme. With a nod to the Fair Isle style of sweater, Kraft's garment will be available in its Amazon store under the winking moniker Frozen (A)isle.

Kraft has also tasked the award-winning advertising firm Johannes Leonardo with creating a series of 15-second ads centered on the idea of comfort, which Rachel Drof, Director of Brand Communications, KRAFT Mac & Cheese, says in the press release is the product lines' "north star." Expect to see grandmas, cats, and even a "huggable hot water bottle" driving home the definition of "deluxifying" as they apply the neologism to their respective quests for comfort.