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Kraft challenged by 'healthier' macaroni and cheese brands
date:Mar 31, 2014
transform brands from niche players to powerhouses.

Annie's macaroni and cheese share grew to 7 percent this month from 5 percent in March 2010, according to Consumer Edge.

WhiteWave Foods Co's Horizon brand, the No. 1 U.S. organic dairy purveyor by sales, also is coming on strong. Its new macaroni and cheese already is sold by natural and mainstream grocers. Analysts bet the big-box retailers, which stock Horizon's organic milk and cheeses, will soon follow.

Kraft, with net revenue of more

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