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Then came the “Wicked” instant macaroni and cheese from Walmart’s Great Value label.

In what appears to be a direct challenge to Kraft Heinz's dominance in the market, Stouffer's, owned by Nestlé, is launching Supreme Shells & Cheese, its first venture into the non-refrigerated macaroni and cheese category.

She steams broccoli and makes us a package of organic macaroni and cheese.

Better Goods items will include oat-milk frozen desserts, plant-based macaroni and cheese, and frozen appetizers like chicken curry empanadas and Brie Phyllo Blossoms.

A simple trip to the supermarket shows just how much the macaroni and cheese aisle has expanded in recent years, with a kaleidoscopic array of products touting the nutritional benefits of their contents.