Kraft Mac & Cheese and PopUp Bagels Team up to Drop a New Limited-Edition Schmear

Grip, Rip, Dip^® and enjoy Kraft Mac & Cream Cheese schmear at all PopUp Bagels locations for a limited time this month

PITTSBURGH & CHICAGO--(BUSINESS WIRE)-- Kraft Mac & Cheese and Not Famous but Known^® PopUp Bagels are teaming up to bring fans an all-new, limited-edition “Kraft Mac & Cream Cheese” schmear. Available at all PopUp Bagels stores from October 9 to October 15, the mac & cheese-flavored schmear brings the famous flavor of Kraft Mac & Cheese to fans’ breakfast bagel run via the signature “grip, rip and dip” PopUp Bagels experience.

The limited-edition “Kraft Mac & Cream Cheese” schmear unlocks a new take on a popular “mac hack.” While this collaboration marks the first time fans can incorporate the flavor of the iconic blue box to their morning routine, it’s not the first time Kraft Mac & Cheese and cream cheese are coming together. According to a recent study, 35% of people add cream cheese to their mac & cheese to create a creamier dish.¹

“At Kraft Mac & Cheese, we love to celebrate our brand fans and their creative ‘mac hacks,’” said Cheryl Barbee, Communications Director, Kraft Mac & Cheese at The Kraft Heinz Company. “Knowing the clever cream cheese ‘mac hack’ has long been a fan favorite, a collaboration with PopUp Bagels and their famously creative cream cheeses was an opportunity we couldn’t resist.”

To celebrate the launch, Kraft Mac & Cheese will be “popping up” at the PopUp Bagels Penn Plaza location at 370 7th Ave, New York, NY, 10001 on October 10, offering complimentary boxes of Kraft Mac & Cheese and other surprises to add to the cheesy fun. Pro tip: try adding Kraft Mac & Cream Cheese to your bowl of mac & cheese to unlock a new level of this mac hack.

“From the day I was tall enough to reach the stove, my parents would find me reaching for a bowl of Kraft Mac & Cheese,” added Adam Goldberg, Founder of PopUp Bagels. “Getting to turn that childhood favorite into a schmear with Kraft Mac & Cheese today is about as full circle as it gets.”

Fans will be able to preorder the Kraft Mac & Cheese Schmear on October 5 online via https://www.popupbagels.com/#schedule-pickup. For more information, follow Kraft Mac & Cheese on Instagram @kraft_macandcheese and TikTok @maccheesebykraft.

To get your hands on the LTO schmear at a PopUp Bagels shop near you, visit www.popupbagels.com and follow @popupbagels on Instagram for the latest.

ABOUT THE KRAFT HEINZ COMPANY

We are driving transformation at The Kraft Heinz Company (Nasdaq: KHC), inspired by our Purpose, Let's Make Life Delicious. Consumers are at the center of everything we do. With 2024 net sales of approximately $26 billion, we are committed to growing our iconic and emerging food and beverage brands on a global scale. We leverage our scale and agility to unleash the full power of Kraft Heinz across a portfolio of eight consumer-driven product platforms. As global citizens, we're dedicated to making a sustainable, ethical impact while helping feed the world in healthy, responsible ways. Learn more about our journey by visiting www.kraftheinzcompany.com or following us on LinkedIn.

ABOUT POPUP BAGELS

At PopUp Bagels, our mission is fueled by passion and dedication: to craft unmistakably perfect bagels with no frills, using the essence of simplicity - crispy crusts, soft crumb centers, and an ideal proportion of seeds. Every bagel is a product of precision, from the high-quality ingredients in our dough to the meticulous proofing process and expert bake that achieves the perfect texture and flavor. Our commitment to quality goes beyond the bagel itself - innovating with top brands, chefs, and tastemakers to create epic schmears that elevate the cream cheese experience with bold, unexpected flavors.

What started as a local sensation, founded by Adam Goldberg in Westport, CT, has quickly grown into a celebrated name. It has earned acclaim from bagel lovers and industry experts alike and led to a nationwide expansion. No sandwiches here - we serve our bagels fresh from the oven, hot and whole, to Grip, Rip and Dip. Loyal fans enjoy our bagels right from the bag, or they can be taken home or to the park to enjoy in endless ways. Follow our story on Instagram or our website, and come try for yourself how every bagel crafted is a testament to our commitment to perfection.

¹ Survey by Kraft Heinz Company via Quantilope.

View source version on businesswire.com: https://www.businesswire.com/news/home/20251001910800/en/

Alison Brod Marketing + Communications

kraftheinz@abmc-us.com



The Kraft Heinz Company

media@kraftheinz.com

Source: The Kraft Heinz Company