What moved (Aug '25 – Jul '26)
| Metric | Aug 2025 → Jul 2026 | Change |
|---|---|---|
| Awareness | 88% → 91% | +3pp |
| Consideration | 64% → 72% | +8pp |
| Claimed Usage | 52% → 56% | +4pp |
| Preference | 25% → 28% | +3pp |
What's behind the growth
Kraft Singles' parent company Kraft Heinz has been investing more heavily in building its brand portfolio overall.
CEO Steve Cahillane put it bluntly: "we have been more than lean the last 10 years... we're going to fix it," setting out a roughly $600m investment plan in February 2026 across pricing, R&D, marketing and sales, on top of an earlier $300m marketing and media push from October 2025, and lifting marketing spend from 4.9% of net sales in 2025 to around 5.5-6% in 2026.
Kraft Singles was also grouped into Kraft Heinz's (since-paused) plan to split in two, as one of the brands in a dedicated "North American Grocery" business alongside Oscar Mayer and Lunchables.
On the ground, that's shown up as a shift toward unified, masterbrand storytelling: instead of running isolated ads, Kraft Singles has been folded into cross-portfolio campaigns like "The United Tastes of America," Kraft Heinz's largest-ever portfolio campaign, unveiled in May 2026 to mark America's 250th anniversary and cookout season.
It brought Kraft Singles together with Heinz Ketchup, Oscar Mayer and Kraft Real Mayo as one system in a new TV spot with dedicated red-white-and-blue packaging, running across TV, retail and experiential channels through to 4 July.
