Nestlé‘s Stouffer’s launches first shelf-stable offering with macaroni and cheese

Nestle’s Stouffer’s line has built a strong following in frozen comfort foods like lasagna, chicken enchiladas and beef pot roast, and the company now wants to bring that success to shelf-stable products.

The brand will make its first foray into the category with Stouffer’s this month. Supreme Shells & Cheese is available in two flavours: Cheddar and Three Cheese, with further innovations set to hit the market from 2025.

“We want to literally refresh the aisle in terms of what we offer to consumers,” Tom Moe, president of Nestle’s food division, said in an interview. “When you think about that aisle, it’s been a long time since we’ve had a significant brand come in. [macaroni & cheese] There are some noteworthy offers and now is the time to take advantage.”

The shelf-stable mac and cheese market is a massive $2.9 billion category, and Nestle says it’s ripe for growth, with a chance to exceed $100 million in the near term.

Stouffer’s is a big name in macaroni and cheese, making 13 frozen versions of the product, but the packaged food company says that of the 22 times consumers eat macaroni and cheese each year, 15 of those meals use dried pasta.

“We had the same experience [from frozen] “Where the majority of the purchasing is happening,” Moe said.

Nestle 67% of shoppers Stouffer’s Frozen Macaroni and cheese was also purchased as a shelf-stable item, more than double the roughly two-thirds of consumers who purchased both frozen and shelf-stable items, suggesting that new macaroni and cheese launches are especially resonating with consumers. Stouffer’s existing user base.

The Switzerland-based company said 70 percent of people who currently use shelf-stable macaroni and cheese have expressed interest in purchasing Stouffer’s products. In line Brands you already buy.

Nestle packages its shelf-stable macaroni and cheese in a rectangular red box that resembles the freezer box, allowing the company to leverage Stouffer’s well-known brand equity while helping the new product stand out from the competition, Moe said.

Nestle said Stouffer’s Supreme Shells & Cheese have 10 percent more cheese sauce than the leading shelf-stable shells, and the more cheese-forward flavor will help it resonate with consumers. In both blind and brand tests between Stouffer’s and leading shelf-stable brands, Nestle’s product was preferred, Moe said.

Stouffer’s history dates back to the 1920s It all started with the opening of the Stouffer’s Ranch restaurant in Cleveland. The brand entered the frozen food market in 1954. Nestle It acquired the brand about 20 years later.

During the pandemic, companies like Nestlé cut back on innovation and focused on keeping their most popular products on shelves. While the impact of COVID-19 has been less pronounced, the food industry is facing inflation, forcing cash-strapped consumers to cut back on what and how much they buy.

Moe said the new mac and cheese is priced competitively with other frozen and shelf-stable meals on the market, and the product also offers a “new dimension” that allows consumers more involvement in the cooking process, something that doesn’t exist when heating frozen meals in the microwave or oven.

“There are very clear differences between consumers and we want to make sure we address those,” he added.

Shelf-stable macaroni and cheese is our latest flagship product Nestle In May, the company announced it was rolling out its first flagship brand in the U.S. in nearly 30 years to meet the needs of consumers taking GLP-1 drugs and individuals focused on weight management. The line, called “Vital Pursuit,” is due to hit store shelves this month.