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Kraft Warms Up Frozen Food Aisle with Debut of Mac & Cheese Deluxe

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Kraft Mac & Cheese announced the brand’s first venture into the freezer section for its Deluxe ready meals rollout, now being stocked in supermarkets and grocery stores across the USA. The single-serve products are available in Original Cheddar and Four Cheese flavors, featuring macaroni pasta covered in a creamy, homestyle cheese sauce and topped with cheddar cheese. Minimal preparation, cooking time and clean-up time is required.

Consumers are increasingly turning to their favorite comfort foods, and as life becomes increasingly busy, most are regularly purchasing frozen foods for convenience, according to a recently study conducted by the Acosta sales and marking agency.

“We believe in the positive power of comfort,” said Rachel Drof, director of brand communications at Kraft. “As we look to create new offerings, we lead with comfort as our north star, taking it to the next level.”

Meanwhile, Kraft is marketing a limited edition Frozen (A)isle Sweater to make shopping for its frozen ready meals a comfortable experience while strolling through freezer aisles. The “Deluxified” garment, worn by the “model shopper” pictured above features a lush and comforting sweater base in Kraft’s signature blue box color, with alternating rows of the iconic noodle smile and snowflakes. It can be purchased for $19.99 at amazon.com while supplies last.

In celebration of the frozen product launch, Kraft is also releasing three 15-second promotion spots as a part of its larger “Help Yourself” campaign. Created by Johannes Leonardo and directed by Ian Pons Jewell and Yukihiro Shoda, they feature main characters Deluxifying their comfort. From doting grandmas to a giant cuddly cat and a huggable hot water bottle, the spots personify that “next level comfort you get from a warm bowl of Kraft Mac & Cheese Deluxe Frozen,” according to a press release issued by the company.