USA: Kraft Heinz launches frozen meal brand Devour

Kraft Heinz, one of the world’s largest food and beverage firms, has entered the $7.2 billion frozen meal market with the introduction of a new Devour brand that offers a line of “crave-able meals”.

According to the manufacturer, the new brand offers meals “so ridiculously delicious you would never expect them to come from the freezer”. Molly White, Devour brand manager, commented: “For years there has been an unmet need in the frozen meal category for food that’s not just dependable but also something you look forward to eating. Finally, there’s a product that gives people what they really want: real taste to fulfill real cravings”.

Summarising the Devour line, Kraft Heinz added: “In each of our meals, we dial up the taste. Max out the flavor. Turn up the texture. Tender meats and creamy sauces. Crispy crusts and gooey cheeses. Spicy, smoky or savory, sometimes sweet. Always ridiculously delicious”.

The brand is currently available in 12 varieties with a suggested retail price of $3.99, including White Cheddar Mac & Cheese with Applewood-Smoked Bacon, Chicken & Waffles, Chicken Enchiladas, Buffalo Chicken Suiza, Buffalo Chicken Mac & Cheese, Italian Sausage Lasagna, Lasagna Alfredo with Bacon & Sausage, Pesto Ravioli with Spicy Italian Sausage and Deep Dish Three Meat Pizza.

Source: Kraft Heinz (via BusinessWire)