DEVOUR, a new frozen meal line, launched nationwide in July, aiming to disrupt the $7.2 billion frozen meal category by introducing crave-able meals to a traditionally “good enough” category.

Last year, 77% of Americans brought home a frozen meal, but there’s no telling what percentage looked forward to eating them. That’s why DEVOUR is doing things differently, introducing meals with flavor profiles that are not traditionally associated with the frozen food category.

Available in 12 varieties for a suggested retail price of $3.99, DEVOUR delivers on bold flavor combinations like White Cheddar Mac & Cheese with Applewood-Smoked Bacon, Buffalo Chicken Mac & Cheese, and Chicken Enchiladas Suiza.

“For years there has been an unmet need in the frozen meal category for food that’s not just dependable but also something you look forward to eating,” said Molly White, Brand Manager for DEVOUR. “Finally, there’s a product that gives people what they really want: real taste to fulfill real cravings.”

On DEVOUR’s website (www.devour-foods.com), consumers can find meals categorized by creamy, crispy, cheesy, spicy, sweet, and smoky.

Devour is a new line from The Kraft Heinz Company.