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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