Patrick Oconnell
Kraft Macaroni and Cheese, known as Kraft Dinner in Canada and the United States until 2022, is a popular nonperishable packaged macaroni and cheese mix. The product was first introduced in 1937 and has since become a staple comfort food in North America. With over a million boxes sold every day, the distribution of Kraft Macaroni and Cheese is widespread and has contributed to its iconic status in popular culture. The brand has expanded its product line over the years, offering various flavour variations, single-serving options, and organic versions. The distribution channels of Kraft Macaroni and Cheese include grocery stores, supermarkets, and online retailers, making it easily accessible to consumers across the regions where it is marketed.
| Characteristics | Values |
|---|---|
| Company | Kraft Foods Group (or former parent company Mondelez internationally) |
| Product name | Kraft Dinner (KD in Canada, Kraft Mac & Cheese in the US, Australia and New Zealand, and Mac and Cheese in the UK and internationally) |
| Product description | Nonperishable packaged macaroni and cheese mix |
| Product contents | Dried macaroni pasta and a packet of processed cheese powder |
| Launch date | 1937 |
| Target market | Families, particularly during World War II when there was rationing of meat and dairy |
| Sales | 9 million boxes in the first year, currently 1 million boxes per day |
| Variations | Deluxe varieties with liquid processed cheese, microwavable frozen meals, Easy Mac single-serving cups, organic macaroni, whole grain noodles, crackers, Homestyle Deluxe sub-line |
| Ingredients | Wheat, milk, other ingredients from Canada and the US |
| Popularity | Particularly popular in Canada, where it is considered a national dish |
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What You'll Learn
Kraft Mac & Cheese's popularity in Canada
Kraft Mac & Cheese, known as Kraft Dinner in Canada, has become a staple food in the country. It was introduced to the Canadian market in 1937 and has since become a popular grocery item, with Canadians consuming 55% more boxes per capita than Americans. The product is so iconic in Canada that it has been called a de facto national dish.
The popularity of Kraft Dinner in Canada can be attributed to several factors. Firstly, the timing of its launch during the Great Depression and World War II played a significant role in its success. During these periods, there was increased rationing of milk and dairy products, a greater reliance on meatless meals, and more women working outside the home. Kraft Dinner, with its long shelf life and affordable price, offered a hearty and convenient option for families.
Secondly, the company's marketing strategies have effectively targeted both children and adults. In Canada, Kraft has advertising programs designed to appeal to newly arrived immigrant groups, and promotional tie-in versions of Kraft Dinner aimed at kids are also common. The iconic blue box, with its prominent noodle smile and dripping liquid cheese, has become instantly recognisable.
The product has also evolved over the years to meet changing consumer preferences. Kraft has introduced various flavour variations, such as organic mac and cheese and individual serving bowls, and has replaced synthetic colours with natural alternatives like paprika, annatto, and turmeric.
The COVID-19 lockdown further boosted sales of Kraft Mac & Cheese, with many people turning to comfort foods. The main Canadian factory in Montreal, which produces about 90% of the country's supply, increased its production to meet the skyrocketing demand. Kraft Dinner's popularity in Canada shows no signs of waning, and it continues to be a beloved part of Canadian culture.
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Kraft's history of innovation
Kraft Macaroni and Cheese, or Kraft Dinner, has a long history of innovation, dating back to its introduction in 1937. Here is a detailed look at some of the key innovations that have defined the product over the years:
The Early Years: 1937-1975
In 1937, Kraft introduced its iconic boxed macaroni and cheese, originally called Kraft Dinner, in the United States and Canada. This introduction was a significant innovation as it was the first dry packaged dinner on the market. It consisted of dried macaroni pasta and a packet of processed cheese powder. The timing of its launch played a crucial role in its success, as World War II brought about rationing of meat and dairy, leading to an increased reliance on meatless meals. Kraft's non-perishable and affordable meal became a staple for families during this time.
Innovation in Variety: 1975-2006
Kraft continued to innovate by introducing various varieties of its macaroni and cheese. In 1975, a version with spiral-shaped noodles was introduced, offering a new twist on the classic shape. This was followed by the introduction of Velveeta Shells & Cheese in 1984, providing a different type of pasta shell. Kraft also experimented with single-serving options, introducing Easy Mac in 1999, which only required water for preparation.
Ingredient Innovations: 2006-2010
In 2006, Kraft made significant ingredient changes, transitioning the cheddar and white cheddar versions to organic macaroni. This shift demonstrated a focus on health and sustainability. During this period, they also introduced Easy Mac Cups, providing a convenient, portable option. In 2007, Kraft took another innovative step towards health-conscious options by switching to 50% whole grain noodles.
Expanding the Brand: 2010-2022
Kraft continued to build on its success by expanding its product line. In 2010, they introduced a sub-line called Homestyle Deluxe, offering three new flavour options: cheddar, four-cheese sauce, and Old World Italian. This expansion showcased Kraft's commitment to providing diverse flavour profiles to meet varying consumer preferences.
Throughout its history, Kraft Macaroni and Cheese has undergone numerous innovations, from introducing new shapes and varieties to focusing on ingredient quality and health-conscious options. These innovations have contributed to its enduring popularity and iconic status in the food industry.
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Kraft's marketing strategies
Kraft Macaroni and Cheese, also known as Kraft Dinner in Canada, Kraft Mac and Cheese in the United States, and Cheesy Pasta in the United Kingdom, has employed various marketing strategies over the years to distribute and promote its product. Here are some key tactics they have utilized:
Social Media Presence and Influencer Marketing:
Kraft has recognized the importance of social media and influencer marketing in reaching their target audience. In 2014, they partnered with Ditto Labs, a high-tech start-up that utilizes computer vision technology to analyze images on platforms like Twitter, Tumblr, and Instagram. This allowed them to gain insights into consumer behavior and develop more effective marketing strategies. Additionally, they have leveraged TikTok, a popular platform among younger generations, to connect with fans and encourage them to express their emotions and feelings about mac and cheese through challenges and trends.
Rebranding and Modernization:
Kraft Macaroni and Cheese has undergone subtle yet significant rebranding efforts to modernize their image and align with shifting consumer tastes. This included changing their name to the more colloquial "Kraft Mac & Cheese," adopting a single blue hue for their packaging, and redesigning their noodle-smile iconography with more dripping cheese. The rebranding aimed to promote the concept of "positive comfort," appealing to consumers who value self-care and wellness.
Emotional Messaging and Destigmatizing Comfort:
The company launched a multichannel campaign, "Help Yourself," focused on destigmatizing the notion of comfort food. This campaign emphasized the idea that indulging in comfort foods like mac and cheese is not lazy or unhealthy but rather a universal way to bring joy and comfort to people from all walks of life. The campaign utilized short-form ads across various platforms, showcasing how Kraft Mac & Cheese can transform everyday struggles into more positive experiences.
Expanding Target Audience:
Kraft has made a conscious effort to expand its target audience beyond families and children. Their marketing campaigns, such as "You know you love it," aim to rectify the perception of mac and cheese as solely "kids' food." By acknowledging that adults can also enjoy the product and tapping into their fond memories of Kraft mac and cheese, they have broadened their appeal to a wider demographic.
International Expansion:
Kraft has also explored international markets, specifically Spain, for their Easy Mac Cups product. They strategically priced the product competitively and leveraged the brand's existing recognition in the EU market to stand out from local competitors. This expansion demonstrates Kraft's ability to adapt their marketing strategies to different cultural and economic contexts.
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Kraft's global reach
Kraft Macaroni and Cheese, or Kraft Dinner, has a significant global presence, with a strong foothold in North America and a growing reach worldwide.
In the United States, Kraft Mac & Cheese is a household name, often referred to simply as "Kraft Mac." It is considered America's original and favorite comfort food, with over a million boxes sold every day. The brand has become synonymous with macaroni and cheese, and its iconic blue box is instantly recognizable. The product's long history in the US, dating back to its introduction in 1937, has cemented its place as a staple in American kitchens.
In Canada, Kraft Dinner, or KD, holds an even more prominent position in the market. It is considered a de facto national dish, with Canadians consuming 55% more boxes per capita than Americans. The brand has become so integral to Canadian culture that it has earned the status of a generic trademark for macaroni and cheese. With 1.7 million of the 7 million boxes sold globally each week purchased in Canada, the country is undoubtedly a key market for the product.
Outside of North America, Kraft Mac & Cheese is also available in various countries, marketed as "Mac and Cheese." This includes the United Kingdom, Australia, New Zealand, and other international markets. While the product's popularity may vary across these regions, it has established a global presence, catering to consumers worldwide.
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Kraft's impact on food culture
One of Kraft's most notable contributions to food culture is its iconic Kraft Macaroni and Cheese (known as Kraft Dinner or KD in Canada). Introduced in 1937, the product combined macaroni pasta with processed cheese powder in a cardboard box, becoming the first dry packaged dinner on the market. This innovation, along with its affordable price, made it a popular choice during World War II when rationing limited access to meat and dairy. Kraft's mac and cheese provided a hearty and inexpensive meal for families, solidifying its place in pantries across North America.
Over the years, Kraft has continued to innovate and diversify its macaroni and cheese offerings. They have introduced various flavour variations, such as organic mac and cheese, whole grain noodles, and single-serving options like Easy Mac. The company has also responded to consumer feedback, removing artificial dyes and synthetic colours, and replacing them with natural ingredients to maintain the iconic taste and appearance that its fans know and love.
Kraft's impact extends beyond its products, as the company has also played a role in shaping food culture through its marketing and advertising campaigns. The distinctive blue box of Kraft Mac & Cheese, with its bold font and smiling noodle dripping with cheese, has become instantly recognisable. The company has also leveraged its sponsorship of sports leagues and events, such as Major League Soccer, the National Hockey League, and the Kraft Nabisco Championship, to increase its brand exposure and connect with consumers.
In recent years, Kraft has demonstrated its ability to adapt to changing consumer preferences and market trends. In 2018, they introduced the KD Shaker, allowing consumers to use the cheese powder separately from the pasta. The company has also ventured into plant-based alternatives, partnering with TheNotCompany to create the NotMac&Cheese product line. By embracing diversity and innovation, Kraft continues to shape food culture, ensuring its products remain relevant and appealing to new generations of consumers.
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Frequently asked questions
Kraft Dinner, as it is known in Canada, is packaged in Quebec using Canadian wheat and milk, and other ingredients from Canada and the US. Canadians purchase 1.7 million of the 7 million boxes sold globally each week.
Kraft Mac & Cheese, as it is known in the United States, is distributed by Kraft Heinz Co. The company produces more than 1 million boxes a day.
In the United Kingdom, the product is known as Mac and Cheese and is distributed by Mondelez International, the former parent company of Kraft Foods Group.
