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How Kraft Heinz Lost Its Lock on Mac and Cheese—and American Shoppers

Kraft Heinz has all but owned the supermarket macaroni-and-cheese aisle for decades. So when the first boxes of an upscale brand called Goodles landed on store shelves in 2022, the company wasn't especially worried.

A call went out in the Chicago headquarters to try it out. Employees bought a few boxes, cooked up the gooey meals in a corporate kitchen and dug in. The verdict: Goodles "Cheddy Mac" tasted good. Other flavors, the testers decided, needed work. The noodle texture was a bit iffy.

Kraft Heinz employees said the market-leading product was due for...

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