Skillets

Both Hamburger Helper and the Cheesy Skillets are relatively high in fat and salt.

Velveeta Shows Its Sizzle Against Hamburger Helper Julie Jargon 2011

If Velveeta Cheesy Skillets are any indication, it is working.

Velveeta Shows Its Sizzle Against Hamburger Helper Julie Jargon 2011

Since the launch of Skillets, sales of Kraft's Velveeta convenient-meals business are up more than 40%.

Velveeta Shows Its Sizzle Against Hamburger Helper Julie Jargon 2011

Kraft charges a bit more for Cheesy Skillets than Hamburger Helper, because the sauce uses liquid cheese rather than powdered.

Velveeta Shows Its Sizzle Against Hamburger Helper Julie Jargon 2011

The Skillets come in four varieties that include pasta and a packet of salsa, freeze-dried broccoli, barbecue sauce or cheeseburger seasoning.

Velveeta Shows Its Sizzle Against Hamburger Helper Julie Jargon 2011

The suggested retail price for Cheesy Skillets is $2.69, versus $1.99 for Hamburger Helper.

Velveeta Shows Its Sizzle Against Hamburger Helper Julie Jargon 2011

Within three months of the July launch, the Skillets captured more than 8% of the overall $138 million dry dinner mix category, according to market-research firm SymphonyIRI Group, which tracks sales at most retailers except Wal-Mart Stores Inc. General Mills Inc.'s Hamburger Helper brand is by far the category leader with more than 60% market share.

Velveeta Shows Its Sizzle Against Hamburger Helper Julie Jargon 2011

But the new Cheesy Skillets—boxes of dried pasta, seasonings and pouches of liquid Velveeta sauce to which consumers can add meat and cook over the stove—are proving that pushing the boundaries of a brand identity can be good for business.

Velveeta Shows Its Sizzle Against Hamburger Helper Julie Jargon 2011

Sales of Cheesy Skillets have been bolstered by an ad campaign featuring a blacksmith explaining to moms how they can forge their own meals using "liquid gold."

Velveeta Shows Its Sizzle Against Hamburger Helper Julie Jargon 2011

Kraft Foods Inc. Velveeta Cheesy Skillets is the first major Velveeta product since 1984.

Velveeta Shows Its Sizzle Against Hamburger Helper Julie Jargon 2011