Hamburger Helper sales rise as shoppers seek cheaper meals

Hamburger Helper’s mascot, “Lefty” — the iconic talking glove — is popping up in kitchens once again.

With economic uncertainty and rising grocery prices, sales of the boxed pasta and seasoning mix have jumped 14.5% through August, as more consumers look for ways to cut down on unnecessary spending.

The 1970s dish is not alone in its comeback as other more affordable food options have begun to fly off grocery store shelves. Purchases of rice are up 7.5% and non-perishables such as canned tuna, salmon, sardines, beans and boxed macaroni have also seen increased sales, according to data from research firm Circana, as reported by The New York Times.

Eagle Foods Executive Vice President of Marketing Mala Wiedemann told Today that, “families are still our core so we’re seeing a pretty significant increase in households who are buying Helper and those are coming from young adults, they’re coming from seniors, even college students who are looking for easy, filling meals.”

People have been been creating memes and videos, pointing out consumer trends that reflect economic volatility.

Hamburger Helper’s resurgence has made the list being labeled as a “recession indicator.”

New recession indicator unlocked: Hamburger Helper boost pic.twitter.com/GPJB9D0Ihi

— Morning Brew Daily (@mbdailyshow) September 22, 2025

The term “Hamburger Helper economy” began popping up during times of economic instability such as the 2008 financial crisis and the covid pandemic in 2020, when sales also increased. Part of the product’s messaging is that Hamburger Helper can stretch food dollars, Wiedemann told the The New York Times.

MSN called ground beef one of the “biggest pain points,” due to its record $6.63 a pound as cattle inventories reached a low not seen since the 1950s,” as reported by MSN.

The iconic American staple was originally released in five flavors, including beef noodle and chili tomato. Since then, many of the original flavors were discontinued or updated. The Helper brand has expanded to include over 50 flavors, including cheeseburger macaroni, according to the Hamburger Helper website.

Popularity surrounding the Helper brand has led to the recent cameo of the product, including an appearance in season four of “The Bear,” when Chef Sydney, played by Ayo Edebiri, dresses up a Cheeseburger Macaroni meal.

A TikTok trend following the episode’s release featured content creators sharing their own renditions of the recipe.

@_chriselizabeth96 Also Season 4 was amazing. Do not fight me on this ????️ #TheBear #Food #Cooking #trending ♬ Let Down - Radiohead

@britscookin

Hamburger Helper!

♬ original sound - britscookin

Hamburger Helper has also been featured in 1983’s “National Lampoon’s Vacation,” when the financially struggling character cousin Eddie grilled burgers made of entirely Hamburger Helper.