Kraft Singles' 3 New Cheese Flavors Are A Decade In The Making
When you think of American cheese, you probably think of Kraft, and vice-versa. Kraft singles have pretty much dominated the processed cheese market, being the top-selling American cheese brand by a comfortable margin, according to a 2020 report from Statista. The brand could comfortably sit on those laurels if it so desired, and for most of its history, it has done just that. In one of Kraft's first departures from the standard American and Swiss varieties, the company released Kraft Sharp Cheddar and Pepper Jack flavors in 2017. Without a rollout of additional varieties, it seemed like the expansion might end there ... until now.
On January 17, 2023, Kraft announced the launch of three new flavors, the first innovation in their Kraft Singles line in nearly a decade. The newcomers are Jalapeño, Garlic & Herb, and Caramelized Onion — a versatile slate of flavors that will surely draw attention from grilled cheese lovers everywhere. As with the previous members of the Kraft Singles family, these are not technically cheese, but rather processed cheese products, which are made by mixing natural cheese with emulsifying salts, which improve their meltability.
Kraft is changing things up in more ways than one
Recent years have shown that Kraft is willing and ready to reinvent its image, breaking from decades of consistency. In 2022, Kraft Macaroni and Cheese changed its name and shook up its packaging. Before Kraft Singles unveiled its three new flavors to kick off 2024, its product line got a major image revamp.
The old packaging that many grew up with was replaced with a design that maintained many of the original elements, but put more emphasis on the product itself. The iconic grilled cheese sandwich, perhaps the best application of American cheese possible, used to be resigned to the edge of the package, largely cut off. Now, it's front and center. The plastic film enclosing each slice was also changed after years of consumers complaining it was hard to open.
Kraft's three new Kraft singles flavors embrace this new packaging. Their regular American cheese has always shown the grilled cheese image, but three new flavors called for three new concepts. Jalapeño is paired with a grilled beef sandwich, garlic and herb meets crispy fried chicken, and caramelized onion matches up with a ham and cheese panini, each image befitting the cheese's flavor profile.
More changes could still be coming from Kraft. In a press release, Kraft reported that 67% of cheese consumers are looking to expand their tastes. More flavored cheese slices figure to be a big factor for the brand going forward.