Cheesy ramen, protein-enriched Jell-O and bacon cut into round slices for sandwiches are among the products Kraft Heinz plans to bring to stores as it tries to revive some familiar brands.
The products are expected to arrive in the spring and form part of a wider effort to put more money into developing new offerings. The lineup includes Jell-O pudding with 10 grams of protein, Crystal Light with added fiber and protein, and Oscar Mayer Sandwich Bacon.
Kraft Heinz CEO Steve Cahillane told the Wall Street Journal the company is working on a major turnaround, after years of insufficient investment in its brands.
Kraft Mac & Cheese Cheesy Ramen is expected to reach stores nationwide in early 2027. The instant noodle cups will come in spicy, chicken and pork flavors, and the company says they will contain no artificial flavors, preservatives or dyes. It is Kraft’s first move into a new category in nearly two decades. Cahillane said the product sold out within a week of launching in Canada.
The ramen follows PowerMac, a version of Kraft mac and cheese with added protein and fiber. Cahillane said the product helped the brand return to sales growth after several difficult years.
Kraft Heinz has put an additional $700 million into its business, including spending on marketing, staffing, product development and lower prices. The company has also hired 400 people, the Journal reported.
Some of the new products reflect growing consumer interest in protein and wellness, though the company is also leaning on its traditional strengths: taste and convenience. Cahillane said about half of the company’s 2027 product pipeline will focus on health and wellness, with items that contain less sugar or more protein.
That doesn’t mean every product will change. Heinz ketchup will continue to be made with high-fructose corn syrup, Cahillane said, partly because cane sugar costs more. He said the company isn’t claiming its entire range is healthy, but believes it can compete in the wellness category.
Some established brands remain under pressure. Cahillane said Oscar Mayer meats and Kraft cheese are struggling, while Philadelphia cream cheese is facing competition from cottage cheese. Kraft Heinz is exploring cream cheese products that are less dependent on carbohydrate-heavy pairings such as bagels.
Cahillane expects sales to remain flat next year, with sales and profits returning to growth in 2028. The company had considered splitting into two businesses, separating its global condiments operation from its North American grocery unit, but he has since put that plan on hold.
Some analysts remain doubtful that the company can turn around all of its struggling brands. TD Cowen analyst Rob Moskow told the Journal that Kraft Heinz has too many challenges to tackle at once. Cahillane acknowledged the breadth of the task, saying the company needs to address its problems one at a time.
