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Kraft Mac & Cheese and PopUp Bagels team for new limited-edition schmear
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Tuesday, 07 October, 2025, 08 : 00 AM [IST]
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Pittsburgh & Chicago, USA
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Kraft Mac & Cheese and Not Famous but Known PopUp Bagels are teaming up to bring an all-new, limited-edition ‘Kraft Mac & Cream Cheese’ schmear. Available at all stores from October 9 to October 15, the mac & cheese-flavoured schmear brings the famous flavour of Kraft Mac & Cheese to breakfast bagel run via the signature ‘grip, rip and dip’ PopUp Bagels experience.
The limited-edition 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.
Cheryl Barbee, communications director, Kraft Mac & Cheese at The Kraft Heinz Company, said, “At Kraft Mac & Cheese, we love to celebrate our brand fans and their creative ‘mac hacks. Knowing the clever cream cheese ‘mac hack’ has long been a fan favourite, a collaboration with PopUp Bagels and their famously creative cream cheeses was an opportunity we couldn’t resist.”
Adam Goldberg, founder of PopUp Bagels, said, “From the day I was tall enough to reach the stove, my parents would find me reaching for a bowl of Kraft Mac & Cheese. Getting to turn that childhood favourite into a schmear with Kraft Mac & Cheese today is about as full circle as it gets.”
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