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Kraft challenged by 'healthier' macaroni and cheese brands
date:Mar 31, 2014
that struck a chord with consumers.

WIDER DISTRIBUTION

Kraft dominates the U.S. market for packaged macaroni and cheese, but its share fell to 78 percent this month from 82 percent in March 2010, according to Consumer Edge data.

A key rival is Annie's Inc, whose natural and organic foods were once sold only at specialty retailers like Whole Foods Market Inc but are now available at Wal-Mart Stores Inc, Kroger Co and other mass-market grocers.

Catering to middle- and low-income consumers can

12/25 15:15