Should Japanese Brands Be Concerned About Kraft’s Cheesy Ramen?
Updated: Oct 11
What happened
On October 6, Kraft Heinz announced Kraft Mac & Cheese Cheesy Ramen in three varieties: Spicy, Chicken and Pork. It goes nationwide in early 2027, and it is the brand’s first move into a new category in nearly 20 years.
Pricing and retailers have not yet been announced. What has been announced is a clean-label claim of no artificial flavors, preservatives or dyes and three SKUs. Oh, and let's not forget...RAMEN.
This new product launch is part of a $700 million program to breathe new life into Kraft Heinz brands. It follows a de facto test launch in Canada in July.
Why it's happening: the numbers
Ramen is a $2.7 billion category growing 9% a year (Circana, Shelf Stable Meals category, Noodle Bowls subcategory), pushed by Gen Z, and the cheesy ramen segment has doubled in three years.
Kraft did not create that demand. By its own account, the product copies what shoppers were already doing at home: adding cheese to ramen to make it creamier, add flavor and to take the edge off the heat. What they didn't mention in their announcements is that Korean brands like Ottogi have already been selling cheesy ramen in the US for a few years now, as has Maruchan with its Instant Lunch Cheddar Cheese.
Kraft wasn't first, so it claims “the first mainstream brand to enter the cheesy ramen category.” By their definition, the brands that launched the segment do not count. A dismissive (and brutally competitive) attitude from Kraft Heinz. But will most Americans know the difference - i.e., will they even know Kraft is launching this years after Ottogi and Maruchan? Or care? Nah.
What it means for Japanese brands in the U.S.
Three things.
First, speed. The segment doubled in three years, and three years is how long it took a company not known for moving fast to show up. If Tokyo headquarters needs three years to launch a U.S.-only SKU, it's behind before it starts.
Second, authenticity is not protection. Kraft is not claiming to know ramen. It is claiming to know cheese - and it knows cheese with noodles like no one else. American shoppers agree. Nissin and Maruchan have been selling ramen in this country for over 50 years, but cheesy ramen has been exploding without them.
Third, the shelf is finite. Space is limited. What gets pulled to make room for Kraft's new SKUs? Kraft will spend big money pulling new shoppers into the international aisle, and that helps everyone in it. But only if their SKUs survive Kraft's push into that territory. When the retailers reset, Kraft's space will come at the expense of someone. Who?
And yes, this is an iconic American brand going into the international aisle.
What can Japanese brands in other segments learn?
It goes without saying that brands must know when their key retailers are reviewing the category. Kraft's announcing months before the product ships is deliberate, because that's the sell-in window. If you are not in those meetings, a competitor like Kraft is. And sure, competitors will see Kraft is coming, but cowering in fear of competitive response isn't a strategy. Aggressive sell-in is.
Watch what Americans do with your products. TikTok is free consumer research. Whatever they do to "improve" their experience with your product is your next product idea.
Flavor. Flavor. Flavor. This new product exists for one reason: Cheese. So Kraft features dripping, gooey cheese prominently in the name and design. Ottogi gets it. They put a gooey, dripping cheese character on the pack. Maruchan doesn't. Cheese is on the pack, but not in the most appetizing way. (More importantly for Maruchan is the list of artificial flavors and colors.) Kraft's clean label information is relevant, but not compared to flavor, so it's on the box front but in the smallest type. They're selling a taste experience, not a list of features.
Own who you are. Kraft isn't trying to pretend to be Japanese as a way to get into the ramen section of the international aisle. They didn't invent a Japanese-sounding name for the product. They're not trying to look Japanese. They went with authenticity - Kraft being Kraft. Consumers may not notice that, but they definitely would notice if Kraft tried to look or act Japanese and they would call them out on it. And it sure would get a lot of engagement - not the good kind.
Our take
Japan invented this aisle. Korea made it spicy and put cheese in it. Japan followed with its own cheesy ramen (that few Americans could name). But Americans are still adding cheese to their ramen. Why? Kraft sees a growing segment where demand is not being fulfilled, so it is jumping in. With its retail clout and willingness to put real dollars behind its launches it will likely succeed. And this will also lift the cheesy ramens already in the aisle. Lucky them?
There are still questions. We're not 100% certain Kraft will be in the ramen/international aisle. The category manager for the international aisle will like the idea of Kraft's budget driving more traffic to that aisle while creating more competition among the ramen brands. On the other hand, how will the pasta/boxed meals/easy dinners buyer feel about losing an exciting new product that could be in their aisle? We'll see soon.
It's gonna be fun to watch. What do you think?
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