Costco launched a Kirkland Signature boxed mac and cheese intended to compete with established instant brands but the product failed and is no longer sold in stores. The boxed mac and cheese was slightly cheaper than some popular brands but could not match perceived quality or taste. Customer feedback was strongly negative, prompting many returns and cashier reports of widespread dissatisfaction. Costco replaced the item on shelves with established brands such as Kraft, Annie's, and protein-packed Goodles. A minority of customers said specific cooking methods, like using unsalted butter and fully dissolving the cheese powder, improved the product.
Mac and cheese is a fan-favorite comfort food. However, not all mac and cheeses are the same. In fact, when Costco brought out its own Kirkland Signature version of boxed mac and cheese similar to popular brands like Kraft, it wasn't well-received by customers. While this product is different from the Costco macaroni that comes in plastic containers sold at the deli counter, it backfired in a big way and is no longer sold in stores.
One reason why the Kirkland prepared product flopped, was due to its inability to compete with other instant mac and cheese labels despite being slightly cheaper than some popular brands. But customer feedback was so abysmal that many returned the item and Costco quickly banished the dinner dish from its overly-stuffed shelves. Consumers simply didn't love the taste of the pasta. The mega grocery chain later put Kraft, Annie's, and protein-packed mac brand Goodles in its locations and don't now offer their own-brand boxed mac and cheese.
Someone else admitted that while they actually enjoyed a box, there was a specific way to cook it so it didn't taste so gross. They said that you had to use unsalted butter and make sure the cheese powder was dissolved before putting in the macaroni. If you added anything but butter, the powder would be grainy.
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