Bushra Griffith
Kraft Macaroni and Cheese, also known as Kraft Dinner or KD, has been a popular food item in North America since its introduction in 1937. The product is marketed towards families and individuals seeking a quick, convenient, and comforting meal option. With its iconic blue box and noodle smile, Kraft Mac & Cheese has become a staple in grocery stores across the continent. The product's accessibility, affordability, and long shelf life have contributed to its widespread distribution and popularity among consumers.
| Characteristics | Values |
|---|---|
| Brand name | Kraft Mac & Cheese (formerly Kraft Macaroni and Cheese) |
| Inventor | James Lewis Kraft |
| Year introduced | 1937 |
| First name | Kraft Dinner |
| Current name | Kraft Mac & Cheese |
| Country where it is called Kraft Dinner | Canada |
| Boxes sold in the first year | 9 million |
| Boxes sold during World War II | 45 million |
| Boxes sold in 1943 | 50 million |
| Boxes sold daily | 1 million+ |
| Number of boxes sold weekly | 7 million |
| Country with the highest consumption | Canada |
| Country with the second-highest consumption | United States |
| Year artificial ingredients were removed | 2015 |
| Natural ingredients used to replace artificial colors | Paprika, annatto, and turmeric |
| Year of name change | 2022 |
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What You'll Learn
Kraft Mac & Cheese's popularity during World War II
Kraft Mac & Cheese, originally called Kraft Dinner, was introduced in 1937 in the US and Canada. The product was the brainchild of a St. Louis, Missouri salesman, Grant Leslie, who had the idea to sell macaroni pasta and cheese together as a package. During World War II, Kraft Mac & Cheese became extremely popular due to several factors. Firstly, there was rationing of milk and dairy products, leading to a shortage of fresh meat and dairy, so a non-perishable meal option was appealing. Secondly, with more women working outside the home, convenient and quick meal options like Kraft Mac & Cheese, which could serve four people for 19 cents, were in high demand. Additionally, consumers could receive two boxes of the product for one food ration stamp, making it an affordable and accessible option. The product's ten-month shelf life was also advantageous, especially for those without refrigerators. During the war, 50 million boxes of Kraft Mac & Cheese were sold, solidifying its place as a staple food item for families.
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The product's branding and packaging
Kraft Macaroni and Cheese, known as Kraft Dinner in Canada, has undergone several branding and packaging changes since its launch in 1937. The product was initially sold in a yellow box with navy blue accents. In 1954, the packaging was switched to the now-iconic blue gradient boxes, with the product name changed to “Macaroni and Cheese".
Over the years, Kraft has introduced various flavour variations and formulations, including Easy Mac single-serving cups and deluxe varieties with liquid processed cheese. In 2006, the brand updated its cheddar and white cheddar versions to use organic macaroni, and in 2007, the noodles were changed to 50% whole grain. In 2015, Kraft removed artificial flavours, preservatives, and synthetic colours from its boxed mac and cheese, replacing them with natural ingredients like paprika, annatto, and turmeric.
In June 2022, Kraft Macaroni and Cheese underwent a significant rebranding, changing its name to Kraft Mac & Cheese to align with how consumers organically referred to the product. The new branding included an updated logo, a more prominent "noodle smile" dripping with cheese, and a bolder font with white letters instead of yellow. The blue box remained a key element of the packaging, reflecting the product's long history and familiarity.
The branding and packaging of Kraft Mac & Cheese have played a crucial role in its success and recognition as a comfort food staple in North America. The iconic blue box has become synonymous with the product, and the company has capitalised on its popularity by introducing various line extensions, such as organic mac and cheese and individual serving bowls. The ability to adapt to changing consumer preferences and market trends has ensured that Kraft Mac & Cheese remains a beloved and trusted brand in the grocery aisle.
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The history of mac and cheese
Macaroni and cheese, or mac and cheese, is a popular dish with a long history. The idea of combining pasta with cheese dates back to 160 BC in Rome, according to food site Epicurious. The earliest known recorded recipe for mac and cheese emerged in Northern Europe in 1769, and a few decades later, in 1802, it was served at a state dinner by President Thomas Jefferson.
In 1914, the J.L. Kraft & Bros. Co., which later became Kraft Foods, built its first cheese manufacturing plant and produced 6 million pounds of cheese to feed soldiers during World War I. James Lewis Kraft of Fort Erie, Ontario, was instrumental in the development of processed cheese, receiving a patent for his method in 1916. This innovation paved the way for the creation of shelf-stable packaged macaroni and cheese products.
During the Great Depression, Kraft introduced boxed macaroni and cheese, originally called Kraft Dinner or KD, to the market in Canada and the United States in 1937. The product was an affordable meal, costing only 19 cents and serving four people. In its first year, Kraft sold 9 million boxes, and its popularity continued to grow during World War II due to rationing and the increased demand for meatless meals. By 1943, sales had surged to 50 million packages.
Over the years, Kraft has made several changes to its macaroni and cheese product line. In 1954, they switched from yellow packaging to the iconic blue gradient boxes and changed the name to "Macaroni and Cheese." The brand has also introduced various flavour variations, such as spiral-shaped noodles in 1975 and Velveeta Shells & Cheese in 1984. In recent years, Kraft has removed artificial ingredients and synthetic colours, replacing them with natural alternatives like paprika, annatto, and turmeric. The name was changed once more in 2022, from Kraft Macaroni and Cheese to Kraft Mac & Cheese, to reflect how consumers organically refer to the product.
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The evolution of the product
Kraft Macaroni and Cheese, known as Kraft Dinner or KD in Canada, was introduced in 1937. It was the first pasta product to come with processed, powdered cheese. In its first year, 9 million boxes were sold, a number that multiplied five times during World War II. The product's success during the war was due to its low price and ability to satisfy cravings for dairy at a time when milk and dairy products were being rationed.
In 1954, the company switched from yellow boxes with navy blue accents to the now-familiar blue gradient boxes and changed the name from Kraft Dinner to Macaroni and Cheese. During this time, the product continued to gain popularity, with 50 million boxes sold in 1943.
Over the years, Kraft has introduced various spin-offs and flavour variations, including Easy Mac (a single-serving variation introduced in 1999), organic mac and cheese, and individual mac and cheese serving bowls. In 2006, the noodles switched to 50% whole grain, and in 2008, the company introduced a sub-line, Homestyle Deluxe, in three flavours: cheddar, four-cheese sauce, and Old World Italian.
In 2015, Kraft removed all artificial flavours, preservatives, and synthetic colours from its boxed mac and cheese, replacing them with natural ingredients such as paprika, annatto, and turmeric. In 2022, the company changed the product's name from Kraft Macaroni and Cheese to Kraft Mac & Cheese to reflect the way fans organically refer to the brand. The blue box also received a makeover, with a more prominent "noodle smile" and new bolder font.
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Sales and consumption statistics
Kraft Macaroni and Cheese, also known as Kraft Dinner, has been a popular food item since its introduction in 1937. Over the years, it has evolved with various flavour variations and formulations, such as Easy Mac, Homestyle Deluxe, and the KD Shaker. Here are some sales and consumption statistics regarding Kraft Macaroni and Cheese:
- Kraft Macaroni and Cheese is America's favourite comfort food, with over a million boxes sold every day.
- In 2014, Kraft's dollar sales for macaroni and cheese rose by more than 1%, but their market share decreased slightly due to the faster growth of the category as a whole.
- According to Consumer Edge data from 2014, Kraft's market share in the US for packaged macaroni and cheese was 78%, down from 82% in March 2010.
- In 2014, Kraft's macaroni and cheese business generated over $500 million in annual sales.
- In 2020, 8.95 million Americans consumed 5 packages or more of Kraft Macaroni and Cheese within a month.
- Canadians consume 55% more boxes of Kraft Macaroni and Cheese per capita than Americans.
- Canadians purchase 1.7 million of the 7 million boxes sold globally each week and eat an average of 3.2 boxes per year.
- Kraft Macaroni and Cheese is the most popular grocery item in Canada, where it has achieved iconic status and is considered a cultural icon.
- The product's popularity can be attributed to its positioning as a hearty meal during World War II, when there was rationing of milk and dairy products, an increased reliance on meatless meals, and more women working outside the home.
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Frequently asked questions
Kraft Macaroni and Cheese is packaged in cardboard boxes, with dried macaroni pasta and a packet of processed cheese powder.
Kraft Macaroni and Cheese is distributed to grocery stores through a network of distributors and wholesalers. The product is manufactured in factories and then transported to distribution centres, from where it is shipped to grocery stores across the country.
Kraft Macaroni and Cheese, originally called Kraft Dinner, has been available in grocery stores since 1937.
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