Kraft Heinz Co. is making a significant change to one of the most beloved comfort foods in America: Kraft Macaroni and Cheese. After 85 years of using the same name, the iconic blue box will now simply be known as Mac & Cheese, a term that many kids and parents already use in everyday conversation. The announcement was made recently, with plans to unveil the new branding on social media this summer and in stores by August.
The motivation behind this change is to align the product’s name with how consumers refer to it in their lives, making it feel even more comforting. “People are embracing comfort food as a way to care for themselves,” said Emily Carter, the brand manager for Kraft Mac & Cheese. “Our new look reflects the special and iconic status of Kraft Mac & Cheese around the world.”
In addition to the name change, the packaging is also being revamped. The familiar blue gradient will be replaced with a solid deep blue, and the clutter on the box will be minimized to highlight a single, smiling noodle dripping with cheese. This move towards simplification is part of a broader trend among brands aiming for bolder and more visually appealing designs, especially for viewing on digital devices.
Kraft Mac & Cheese remains a staple in family meals, with over a million boxes sold daily, contributing to $23.7 billion in net sales last year. However, like many products, the line has faced price increases recently due to rising production costs.
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In summary, Kraft Macaroni & Cheese is evolving its branding after 85 years to better connect with consumers, reflecting a shift toward comfort and simplicity in its packaging and name.