Since no one called it by its full name anyway, Kraft is sticking with the shorthand.
Kraft’s line of instant macaroni and cheese has become synonymous with the dish itself. When someone mentions having mac and cheese at home, it’s a safe bet they’re talking about that blue and yellow box, even if they don’t specifically know it’s Kraft’s. On that note, however, Kraft has long experienced a minor disconnect with the product: they’ve always printed the full name “macaroni and cheese” on the box, while the vast majority of customers, at least in the US, refer to it simply as “mac n’ cheese.”
In one of the first major updates to the product’s branding in years, Kraft is officially rebranding their line of macaroni and cheese dinners to simply “Mac & Cheese.” The contents of the box will remain the same, but the box itself will have a slightly more simplified design with less pasta and cheese all over the place.
“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, Kraft Mac & Cheese Brand Manager, said in a press release.
Kraft Macaroni and Cheese, a product that's been sold in the US since 1937, has updated packaging and a new name: Kraft Mac and Cheese. Check out the latest box. https://t.co/FGz1DIpPkl
— Retail Insider (@BIRetail) June 22, 2022
Lee went on to say that “comfort to Kraft Mac & Cheese that makes it so special and iconic to millions of people across the world,” and that “our new look is a reflection of what our brand means to our consumers.”
The new packaging will start appearing online and in stores this coming August. Again, the contents are the same, it’s just an effort to make the name of the product match up with what people actually call it.