*Rising grocery costs, particularly a 13% spike in ground beef prices to a record $6.63 per pound, have revived the popularity of Hamburger Helper.
Originally introduced in 1971 to help families make a pound of ground beef feed more people, the boxed pasta mix is once again appearing on dinner tables amid record-high beef prices and economic uncertainty.
According to the New York Times, sales of Hamburger Helper have surged 14.5% in the past year through August, according to Eagle Foods, which purchased the brand from General Mills in 2022. The boost was aided by an appearance on Hulu and FX’s hit series “The Bear,” where a character creatively elevated a Cheeseburger Macaroni dish, sparking viral TikTok recreations.
“Today, we see consumers coming back for a lot of the same reasons,” said Mala Wiedemann, head of marketing and research and development at Eagle Foods.
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“Cost-of-living expenses are up. Eating and drinking expenses are up,” said Sally Lyons Wyatt of Circana. “Consumers are looking for foods that fill them up for the least amount of money.”
For many households, the cost of beef is a major financial strain. A shortage in U.S. cattle supply has driven ground beef prices up 13% over the past year, reaching a record high of $6.63 per pound, according to the Bureau of Labor Statistics.
Eagle Foods has refreshed Hamburger Helper with new flavors like Spicy Jalapeño Cheeseburger, quicker cooking times, microwavable cups, and a breakfast line to stay relevant. With most boxes still priced around $2, families can prepare a full meal for roughly $10.
“We have real cheese and real pasta in the product,” said Eagle Foods CEO Bernard Kreilmann, adding that the company is working to remove artificial ingredients while maintaining affordability.
“We are listening to consumers and adapting the product,” Kreilmann added.
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