Kraft Macaroni and Cheese revamps its name — and fans aren’t impressed
Kraft Macaroni and Cheese will soon go by a new name, though some fans are less than impressed with the change.
The popular boxed dinner will be known simply as Kraft Mac & Cheese, and the change comes with a new logo, color and packaging, the company announced Wednesday, June 22.
The news prompted strong reactions from fans of the classic macaroni and cheese who took to social media to crack jokes or express reluctance to the subtle change.
“Remember that commercial during which Kraft posited it should call its macaroni and cheese, cheese and macaroni instead? So much for that,” one Twitter user wrote.
The product, owned by Kraft Heinz, is rebranding for the first time in 85 years, according to a news release. The rollout features a new solid blue box with the iconic “noodle smile” dripping in cheese. Brand executives said the change was inspired by the way fans speak “organically” about Kraft Macaroni and Cheese.
“We know that people aren’t turning to comfort food as a guilty pleasure, they are positively embracing comfort, saying yes to feeling good, saying yes to caring for themselves,” Victoria Lee, brand manager for Kraft Mac & Cheese, said in a news release.
“There is a familiar, craveable, positive comfort to Kraft Mac & Cheese that makes it so special and iconic to millions of people across the world and our new look is a reflection of what our brand means to our consumers,” Lee added.
Kraft Mac & Cheese’s new packaging will hit shelves in August, and the new look will debut online this summer.
This story was originally published June 22, 2022 at 11:36 AM with the headline "Kraft Macaroni and Cheese revamps its name — and fans aren’t impressed."