Nestlé’s Stouffer’s line has established a strong presence in the frozen comfort foods market with popular meals like lasagna, chicken enchiladas, and beef pot roast. Now, the company is venturing into shelf-stable products.
Introducing Stouffer’s Supreme Shells & Cheese in Cheddar Cheese and Three Cheese flavors, the brand is making its debut in the shelf-stable space this month. More innovations are in the pipeline, set to hit the market from 2025 onwards.
“We want to revolutionize the aisle with our offerings to consumers,” said Tom Moe, President of Nestlé’s meal division. “It has been a while since a prominent brand made a significant entry into the macaroni & cheese category, and now is the perfect opportunity.”
The shelf-stable macaroni and cheese market is a lucrative $2.9 billion industry with a potential for near-term growth exceeding $100 million, according to Nestlé.
While Stouffer’s already offers 13 frozen variations of macaroni and cheese, consumer data shows that the majority of macaroni and cheese consumption involves dried pasta. This insight has led Stouffer’s to expand into the shelf-stable category.
“We aim to deliver the same quality experience from our frozen products to where most purchases are made,” Moe explained.
Nestlé highlighted that 67% of shoppers who buy Stouffer’s frozen macaroni and cheese also purchase shelf-stable options, indicating a strong existing user base that would resonate with a new macaroni and cheese launch.
Furthermore, 70% of current shelf-stable macaroni and cheese consumers expressed interest in trying the Stouffer’s offering alongside their usual brands.
“We want to revolutionize the aisle with our offerings to consumers. It has been a while since a prominent brand made a significant entry into the macaroni & cheese category, and now is the perfect opportunity.”
Tom Moe
President, Nestlé’s meal division
Nestlé has designed the packaging for its shelf-stable macaroni and cheese in a dominant red, horizontal layout similar to its frozen products. This strategy leverages the brand recognition of Stouffer’s while making the new product stand out on shelves.
Stouffer’s Supreme Shells & Cheese boasts 10% more cheese sauce than the leading shelf-stable shells and a cheese-forward flavor profile that appeals to consumers. Taste tests have shown that Nestlé’s product is preferred over the leading brand.
Stouffer’s has a rich history dating back to the 1920s when the Stouffer Lunch restaurant opened in Cleveland. The brand ventured into frozen meals in 1954 and was later acquired by Nestlé.
During the pandemic, Nestlé and other companies focused on maintaining popular items on shelves rather than introducing new innovations. With the impact of COVID-19 waning, inflation has prompted consumers to be more cautious with their purchases.
Moe emphasized that the new macaroni and cheese is competitively priced compared to other frozen and shelf-stable products. It also offers consumers a more interactive cooking experience, a feature that sets it apart from traditional frozen meals.
The shelf-stable macaroni and cheese launch is the latest major announcement from Nestlé in 2024. Earlier in the year, the company unveiled Vital Pursuit, its first major U.S. brand in nearly three decades, designed to cater to consumers focusing on weight management and those using GLP-1 medications. The line is set to hit stores soon.