did kraft change their mac and cheese noodles

What they're saying: Kraft said the change from “macaroni and cheese” to “mac & cheese” is meant to reflect the way fans organically talk about the brand. CNN said there was a 20% hike for a 7.25-ounce dish of Kraft Big Bowl Macaroni and Cheese and a 3.5% increase on a pack of EZ Mac.Meanwhile, dozens of Kraft's pasta products have been hit with price hikes recently because of rising costs of ingredients, labor and transportation, CNN reported. New packaging will hit grocery store shelves beginning in August.įor more, sign up for The Drum’s daily US newsletter here.Kraft Macaroni and Cheese is getting a rebrand with a new blue box and a shorter name, 'Kraft Mac & Cheese.'ĭriving the news: The 85-year-old brand revealed a new look Wednesday for its comfort food, which still includes a noodle smile but now it's 'even more delicious and dripping with creamy, cheesy goodness,' parent company Kraft Heinz said in a news release. The rebrand will roll out across social and on Kraft Mac & Cheese’s website this summer. 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.”

“We know that when things get tough, 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. The brand’s refresh felt timely precisely for this reason, suggested Lee in a statement. The core concept behind the new brand identity, explains JKR’s group strategy director Hayley Burnham, is ‘Noodlefuls of Delight’ – a “strategic platform inspired an identity system that felt positively trailblazing, contagiously energizing and deliciously real.” Ultimately, she says, the objective was to “evolve the brand to distinctively embody what positive comfort looks like.”ĭuring a unique period of time marked by economic unrest and the losses of the pandemic, the brand recognizes the role that comfort plays in defining people’s everyday routines. The rebrand was developed and executed in partnership with creative agency Jones Knowles Ritchie (JKR).

Did kraft change their mac and cheese noodles