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Kraft Targets Adults With Homestyle Mac & Cheese

Emily Bryson York, who moved her byline from Ad Age to the Tribune sometime last month, offered a long but "comforting" story over the weekend about the recession-era success of Kraft Macaroni & Cheese Dinner and its new Homestyle line, which comes in a bag with wider, curvier noodles, a packet of gooey orange cheese, breadcrumbs and a seasoning packet. It hit shelves in June and costs $2.99.

Kraft CEO Irene Rosenfeld says the company invested in Homestyle "to bring in the adult user." The vintage mac in the blue box, of course, is a favorite among kids. "Now the opportunity is to expand the brand with product lines like Homestyle ... that really create a terrific, restaurant-quality meal," she says.

Indeed, sales are up 8% for the brand over last year, according to SymphonyIRI Group, as consumers eat at home more. And Kraft hopes that Homestyle eventually will compete with lasagna and spaghetti with meatballs for center-of-the-table consideration, according to svp of dinners and enhancers Chris Kempczinski.

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