In macaroni and cheese mixes, a $469 million category in U.S. supermarkets, Kraft controls a 77% share, with its Original, Velveeta and Kraft Deluxe brands in the top three spots. The latter two employ a liquid cheese sauce. The chart compares prices on "original" style macaroni and cheese products, which contain a powdered cheese sauce mix. Total category sales in the St. Louis market were $5.6 million last year. While store brands rank higher in the local market than the total United States, their percentage share is smaller, due largely to the 25% share enjoyed by the Velveeta brand.
