Chef Daniel Humm Enters Packaged Food Market With Riff's Noodle Line

Industry Pulse News Desk · 2026-09-15

Eleven Madison Park chef Daniel Humm has launched a new retail food brand offering elevated packaged macaroni and cheese kits.

Daniel Humm, the chef and owner behind the three-Michelin-starred restaurant Eleven Madison Park, is expanding into the consumer packaged goods market with the launch of a new retail food brand named Riff's. The brand enters the retail grocery space with a line of packaged noodle kits designed specifically for the macaroni and cheese aisle.

The product line aims to bridge the gap between high-end culinary expertise and everyday convenience cooking. Riff's noodle kits offer home cooks pre-packaged ingredients and custom-developed sauces formulated with the attention to detail and flavor balancing associated with professional fine dining kitchens.

The move comes as the packaged food sector sees increased demand for premium comfort foods. Consumers have increasingly gravitated toward elevated versions of pantry staples, prompting heritage brands and new entrants alike to reformulate offerings with higher-quality ingredients and modern flavor profiles.

Humm's transition into packaged retail products allows the brand to scale its culinary concept to a broader national demographic. By targeting the shelf-stable pasta segment, the enterprise seeks to establish a footprint in mainstream grocery channels alongside traditional retail offerings.

Initial distribution for the Riff's noodle line will launch across select retail locations and direct-to-consumer online channels. Additional information regarding expanded flavor offerings, pricing, and national retail distribution schedules will be released as the brand completes its commercial rollout.