Kraft Decides to Stick with Familiar Shortened Name for Mac & Cheese
Kraft’s instant macaroni and cheese has become so popular that when someone mentions having mac and cheese, they’re likely referring to the iconic blue and yellow Kraft box. Despite this, Kraft has noticed a discrepancy: while customers commonly refer to it as “mac n’ cheese,” the product packaging has always featured the full name “macaroni and cheese.”
In an effort to align the product branding with consumer language, Kraft has officially decided to rebrand their macaroni and cheese dinners as simply “Mac & Cheese.” The actual product inside the box remains unchanged, but the packaging will undergo a slight redesign for a more streamlined look.
According to Victoria Lee, Kraft Mac & Cheese Brand Manager, the shift reflects a trend where people are openly embracing comfort food without guilt, choosing to prioritize self-care and feeling good.
Kraft Macaroni and Cheese, sold in the US since 1937, now updated as Kraft Mac and Cheese. Check out the new box. https://t.co/FGz1DIpPkl
— Retail Insider (@BIRetail) June 22, 2022
Lee emphasized the sentimental value of Kraft Mac & Cheese to consumers worldwide and how the rebranding aims to capture the essence of the brand for its loyal customers.
The updated packaging will start rolling out online and in stores in August, maintaining the original contents but adapting to the common colloquial name for the beloved comfort food.
