Kraft Heinz shakes up Mac & Cheese category with high-protein PowerMac

Kraft Mac & Cheese has unveiled PowerMac — a high-protein version of its classic macaroni and cheese, with 17 grams of protein and 6 grams of fiber per serving. The launch targets the rising demand for healthier, more nutritious snacks and on-the-go meals, as industry leaders increasingly reformulate staple foods into high-protein products.

The company says more than half of consumers are looking to add more protein and fiber to their diets, while better-for-you mac and cheese products continue to grow, “significantly outpacing” the broader mac and cheese category.

PowerMac, hailed as a “better-tasting, better-for-you” option at more accessible prices than other products in the category, responds to health-conscious consumers’ demands for tasty and convenient foods. Nearly one-third of global consumers accept some pre-prepared products in scratch-cooked meals, according to Innova Market Insights.

The product expands Kraft Heinz’s blue box lineup with added nutrition, while maintaining the taste, convenience, and affordability associated with the 90-year-old Kraft Mac & Cheese brand.

“Kraft Mac & Cheese has been setting the pace in category innovation with new flavors and formats, and we’re excited to extend that work with the introduction of PowerMac,” says Ashleigh Edmonds, senior director of Marketing for Kraft Mac & Cheese.

Consumer taste and health demands

Describing the brand as “consumer-obsessed,” Edmonds says the team developed PowerMac for shoppers who want more from their everyday meals, “without compromising on great taste.”

Consumers increasingly seek better-for-you foods that contain more protein and fiber and help them meet their health goals.“PowerMac delivers the benefits fans are craving in a way that only Kraft Mac & Cheese can, with a product that outperforms similar offerings in taste, while offering more food at a better price.”

With the rise of hybrid or remote work, consumer dependency on takeaway meals has reduced, according to Innova Market Insights research. It also has an impact on their budgets, with 54% saying that cost and value for money were the most important factors when consuming food at home.

Kraft Heinz combined PowerMac’s proprietary protein- and fiber-enriched pasta with what it calls its “iconic cheese powder” to meet the high standard fans expect from the brand.

The “creamy, craveable mac” offers the same cheese taste consumers are familiar with and is available in the Original and White Cheddar flavors. PowerMac will hit major US retail market shelves next month.

Expanding protein offerings

Innova identified “Powerhouse Protein” as its top industry trend for 2026, with nearly 60% of global F&B consumers actively incorporating more protein into their diets.

PowerMac offers a convenient, ready-to-cook meal that gives consumers a means to meet their protein goals at a time when hectic lifestyles leave them with little time to cook. These trends also provide companies opportunities to explore convenience food offerings in meal kits, frozen meals, and ready-to-eat options.

Earlier this month, PepsiCo entered the rapidly growing high-protein snack segment with its Doritos Protein launch, as mainstream brands increasingly explore the functional nutrition space.

Italian heritage brand Rummo extended its product range to include high-protein pasta, made with durum wheat semolina and yellow peas, offering 21 grams of protein per serving from just two organic ingredients.

Late last year, Kellanova introduced Pop-Tarts Protein with 10 grams of protein per serving, while Nestlé launched Max Pro frozen pizzas in January 2025 with 33 grams of protein per serving.

The protein focus is supporting F&B companies’ financial goals too. French dairy giant Danone reported €27.3 billion (US$28.6 billion) in 2025 sales, with double-digit high-protein growth across Europe and North America.