Devour, a new frozen meal line from Kraft Heinz, is now rolling out to supermarkets and other retail food outlets throughout the USA. The company’s marketing department says it aims “to disrupt the $7.2 billion frozen meal category” by introducing “crave-able meals to a traditionally ‘good enough’ category.”
Available in 12 varieties for a suggested retail price of $3.99, Devour serves up bold flavor combinations including White Cheddar Mac & Cheese with Applewood-Smoked Bacon in 12 oz (340g) packs, Buffalo Chicken Mac & Cheese, and Chicken Enchiladas Suiza.
“Last year, according to Nielsen Panel data, 77% of Americans brought home a frozen meal, but there’s no telling what percentage looked forward to eating them. For years there has been an unmet need in the frozen meal category for food that’s not just dependable, but also something you look forward to eating,” said Molly White, brand manager. “Finally, there’s a product that gives people what they really want: real taste to fulfill real cravings.”
She continued: “We believe all food should be mouth-watering. So in each of our meals, we dial up the taste and max out the flavor of tender meats and creamy sauces, crispy crusts and gooey cheeses. Flavor profiles range from spicy to smoky to savory to sweet.”
About Kraft Heinz
Chicago, Illinois-headquartered Kraft Heinz, ranked as the fifth-largest food and beverage company in the world, supplies an extensive product line to restaurants and institutions as well as to retail stores. Among its frozen brands are Ore-Ida potato products, Weight Watchers Smart Ones entrées, and T.G.I. Friday’s appetizers and snacks.
