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[upbeat music] Kraft Macaroni & Cheese is breaking out of its iconic blue box and headed into a brand-new aisle for the first time in two decades.

The Chicago-based food giant Kraft Heinz has announced plans to launch Kraft Mac & Cheese Cheesy Ramen nationally next spring.

The single-serve microwavable bowls will hit US store shelves in April with a suggested price tag of $2.99. Aiming to offer a quick meal option, the noodles prepare in just three and a half minutes and come in three flavors: spicy, chicken, and pork.

Kraft Heinz says the products contain no artificial flavors, preservatives, or dyes.

While Kraft has tweaked its classic formula over the years, most recently introducing a high-protein Power Mac line, this marks the nearly 90-year-old brand's first major jump into an entirely different food category.

Company executives are targeting the booming $2.7 billion US ramen market, which has expanded 9% over the past year.

Driven largely by younger consumers seeking global flavor profiles, adding cheese to ramen has become a popular trend to cut through heat and create a creamier dish.

The strategy was already tested north of the border earlier this year with the launch of Kraft Dinner Ramen in Canada.

The move aligns with broader efforts by Kraft Heinz CEO Steve Cahalane, who took over in January.

Cahalane has pledged $700 million towards marketing, sales, and research to reignite growth across the company's core lineup.

As part of that push, Kraft Heinz has boosted marketing spend on the mac and cheese brand by 35% over the last year.

Following the initial April rollout, Kraft Heinz plans to expand the cheesy ramen lineup with multi-packs and convenience store cups.