NEW YORK — With Kraft Mac & Cheese’s latest product, the 87-year-old brand is taking a page from hip streetwear companies.
The pantry staple is forgoing its usual strategy of a nationwide release at grocery stores for its newest offering. Instead, it’s emulating “drop” culture, often seen in the sneaker world, by releasing a limited number of boxes of its everything bagel flavor to capture buzz and (if it’s lucky) TikTok notoriety.
Available Friday exclusively on Walmart’s website, Kraft is selling just 15,000 boxes of its limited-edition everything bagel flavor. That represents less than 2% of the number of boxes of its original version sold every day, according to the company.
Kraft Mac & Cheese’s newest release tastes like an everything bagel.
Kraft’s take on everything bagel seasoning has garlic and onion powder plus poppy seeds but doesn’t contain sesame seeds commonly found in other iterations.
For Kraft, the unorthodox marketing approach is …