Kraft Heinz Unveils Microwaved Grilled Cheese

The company says its 360CRISP line will deliver stove-like crunch from the microwave.

1) Grilled Cheesies Family Shot
Kraft Heinz/BusinessWire

PITTSBURGH and CHICAGO — Kraft Heinz this week unveiled 360CRISP, a new 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 revolutionize the meal table and importantly, drive real value for families around the world. 360CRISP is just the beginning.”

As kids’ snacking is a key driver of growth within the frozen category, Kraft Heinz identified an opportunity to utilize its 360CRISP platform to bring something new and convenient to customers, while still delivering on the flavor 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 $2 billion 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 savory 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.

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