Kraft Heinz Aims to Revolutionise the Microwave with 360CRISP™

Today, Kraft Heinz unveils 360CRISP™, a new disruptive platform for the microwave that creates crispy, crunchy products like you get on the stove. 360CRISP™ makes its debut with the launch of LUNCHABLES® Grilled Cheesies, with the goal to introduce five new products across four iconic brands by the end of 2024. Grilled Cheesies, powered by 360CRISP™ innovation, marries quality, convenience, and crave-ability in an easy-to-prepare format from the microwave.

As the brand’s first expansion into the frozen food category, LUNCHABLES® Grilled Cheesies features innovative technology that delivers a pan-like crisp in seconds. Gone are the days where consumers have to experience a burnt crust, yet cold inside, as 360CRISP™ delivers a golden brown, pan-like crisp outside and melty cheese inside in just 60 seconds. Leveraging a beloved household name – LUNCHABLES® – Grilled Cheesies provides a convenient snack option that empowers kids with the independence to prepare it directly in the microwave – no pans or stove necessary.

“The launch of 360CRISP™ is a clear proof point in our mission to reinvent the frozen category by providing high-quality, delicious, and convenient solutions for snack-time and beyond,” said Alan Kleinerman, VP head of disruption at Kraft Heinz. “At Kraft Heinz, we’re sitting at the intersection of food and technology – building consumer-first innovations that revolutionise the meal table and importantly, drive real value for families around the world. 360CRISP™ is just the beginning.

“Remember when you were a kid, wondering what happens inside a microwave as your food heats up? We tapped into those kid-fueled daydreams as the inspiration for this campaign.” said Daniel Righi, creative director at GS&P.

As kids’ snacking is a key driver of growth within the frozen category,1 Kraft Heinz identified an opportunity to utilise its 360CRISP™ platform to bring something new and convenient to customers, while still delivering on the flavour and quality consumers expect from Kraft Heinz brands. The launch of the platform contributes to Kraft Heinz’s broader business transformation and intention to drive growth across North American business, targeting $2B in incremental net sales by 2027.

Grilled Cheesies boasts two wholesome, melt-in-your-mouth offerings that can be prepared in seconds:

• Original – Featuring deliciously melty KRAFT® SINGLES and just the right level of golden-brown crisp, the Original variety provides a quick and convenient take on this nostalgic snack-time staple.
• Pepperoni Pizza – With a deliciously savoury twist on the classic grilled cheese sandwich, the Pepperoni Pizza variety features deliciously melty KRAFT® SINGLES and the same mouthwatering pepperoni from other popular Lunchables snack packs that kids know and love.

LUNCHABLES® Grilled Cheesies rolls out to select grocery retailers across the U.S. beginning this month for a suggested retail price of $4.99 per box of two sandwiches. For more information about Grilled Cheesies and the Kraft Heinz 360CRISP™ technology, follow @Lunchables on Instagram and visit here.