Frederic Melton
Kraft Macaroni and Cheese, known as Kraft Dinner in Canada, is a popular non-perishable, packaged macaroni and cheese mix. It was introduced in 1937 and has since become a staple in many households, particularly in North America. Over the years, Kraft has made changes to the original recipe, including removing artificial dyes and preservatives and introducing new flavours and formulations such as Kraft Dinner Smart, a healthier option with added vegetables. The manufacturing process has also evolved, with multi-line expansion projects increasing production output and modernizing the plant in Wausau, Wisconsin. Despite these changes, some consumers have noticed differences in taste and texture, with many claiming that the iconic cheesy flavour has changed.
| Characteristics | Values |
|---|---|
| Year of Launch | 1937 |
| Inventor | Not Kraft |
| Earliest Known Recipe | 1769 |
| Patent | Yes, for processed cheese |
| Initial Price | 19 cents |
| Initial Sales | 8 million boxes |
| Current Daily Sales | 1 million boxes |
| Ingredients | Wheat, milk, other ingredients from Canada and the US, paprika, annatto, turmeric |
| Variants | Kraft Dinner Smart, Easy Mac, Thick n' Creamy, Three Cheese, White Cheddar, Gluten-free, White Bean Pasta, Deluxe, Homestyle Deluxe, Cheddar, Four-Cheese Sauce, Old World Italian |
| Country-specific Names | Kraft Dinner (Canada), Kraft Mac & Cheese (US, Australia, NZ), Mac and Cheese (UK) |
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What You'll Learn
Kraft Mac & Cheese's history
Kraft Mac & Cheese, known as Kraft Dinner in Canada, has been around since 1937. However, the company did not invent the dish, with the earliest known recipe for macaroni and cheese dating back to 1769. Kraft did, however, patent its now-famous processed cheese.
The idea to box the pasta with the processed cheese as an easy dinner came about when Kraft learned of a salesman selling pasta with a packet of Kraft cheese attached with a rubber band. Kraft began marketing the product as Kraft Dinner, with the box promising to feed a family of four for just 19 cents, a major advantage during the Great Depression. The product was a huge success, selling 8 million boxes in the first year. Its popularity continued during World War II due to food rationing, and in 1943, 80 million boxes were sold.
Over the years, Kraft has introduced various flavours and formulations, including Easy Mac, a microwavable version of the product. Kraft Mac & Cheese has also been released in different pasta shapes, such as Looney Tunes, Super Mario Bros., and Star Wars characters, aimed at children.
In 2015, Kraft removed all artificial flavours, preservatives, and synthetic colours from its boxed mac and cheese, replacing them with natural alternatives such as paprika, annatto, and turmeric. This change was made in response to growing consumer demand for more natural foods and a petition started by food blogger Vani Hari, which received over 348,000 signatures. Despite the recipe reformulation, Kraft assured consumers that the taste of their beloved mac and cheese had not been altered.
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Ingredients and recipe
Kraft Mac & Cheese is a nonperishable, packaged macaroni and cheese mix. The product is traditionally cardboard-boxed with dried macaroni pasta and a packet of processed cheese powder.
The ingredients and recipe for Kraft Mac & Cheese have evolved over the years, with the company introducing various flavour variations and formulations. The original recipe included dried macaroni pasta and a packet of processed cheese powder. The cheese powder is made using a ratio mixer in a Mixsys plow mixer. The exact ratio is proprietary information.
In 2013, Kraft announced that new pasta shape varieties for children in the US would no longer include Yellow 5 and Yellow 6, and the sodium and saturated fat content would be reduced. Instead, natural colourings like paprika, annatto, and turmeric are used.
Kraft has also launched a healthy sub-brand called Kraft Dinner Smart (KD Smart), which offers macaroni and cheese products with no artificial flavours, colours, or preservatives. Added ingredients like cauliflower, oats, or flax seeds are blended into the noodles, and the product is made with real Kraft cheddar. Organic and whole-grain versions are also available, along with a larger "family size" box.
There are also promotional tie-in versions of Kraft Dinner aimed at kids, with pasta in the shapes of popular children's characters like Looney Tunes, Super Mario Bros., and Star Wars. Kraft has also released other macaroni and cheese products with different flavours and pasta shapes, such as the "Cheddar Explosion" variety.
Kraft Mac & Cheese can be prepared in various ways, including the traditional method of boiling the pasta and mixing it with the cheese powder, milk, and butter. Some people also add extra cheese for a creamier texture. It can also be made in a frying pan, and Kraft offers recipes for unique creations like mac & cheese sushi and grilled cheese with mac & cheese noodle filling.
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Production process
Kraft Macaroni and Cheese, also known as Kraft Dinner or KD, has been a popular food item since its debut in 1937. The product is marketed towards families, college students, and children, and is known for its convenience, affordability, and quick preparation time. Here is an overview of the production process for Kraft Macaroni and Cheese:
Ingredients
The main ingredients in Kraft Macaroni and Cheese are wheat for the pasta and milk for the cheese sauce. Other ingredients include spices such as paprika, annatto, and turmeric, as well as sodium phosphate. The exact blend of ingredients in the cheese sauce is proprietary to Kraft.
Cheese Sauce Preparation
The production process begins with making the cheese sauce. Kraft starts by making its own cheese and then blends it with other ingredients to create the distinctive cheese sauce. Sodium phosphate is added to the sauce to help bind the oil and water, ensuring a smooth and creamy texture when melted. This step is crucial in achieving the desired taste and consistency.
Food Dehydration
The cheese sauce is then transformed into a dry powder through food dehydration. Kraft uses large-scale food dehydrators to remove moisture from the cheese sauce, turning it into a dry, powdered form. This step extends the product's shelf life and makes it suitable for packaging and distribution.
Pasta Production
The wheat-based pasta is produced separately and gives shape to the final product. The pasta is typically elbow-shaped but has also been available in various shapes, including Looney Tunes, Super Mario Bros., and Star Wars characters, targeting children's preferences. The pasta is dried to extend its shelf life and packaged alongside the cheese powder.
Packaging and Distribution
The final step in the production process is packaging and distribution. The dried pasta and cheese powder are packaged together in cardboard boxes, with each box containing a single-serve or family-size portion. These boxes are then distributed to grocery stores and retailers for consumers to purchase.
Kraft Macaroni and Cheese has undergone recipe changes over the years, notably removing artificial flavours, preservatives, and synthetic dyes in 2015. The production process, however, remains focused on creating a convenient, affordable, and tasty meal option for consumers.
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Changes to the product over time
Kraft Macaroni & Cheese has been a popular food item since its debut in 1937. While the company did not invent the dish, it did patent its processed cheese. The earliest known recipe for macaroni and cheese dates back to 1769. Over the years, Kraft has made several changes to its macaroni and cheese product, including:
Changes in Ingredients and Recipes: Kraft Macaroni & Cheese initially contained artificial dyes like Yellow 5 and Yellow 6 to achieve its iconic bright yellow color. However, due to consumer concerns and a successful petition by food blogger Vani Hari, also known as Food Babe, Kraft removed artificial dyes, flavors, and preservatives from its recipe in 2015. The company replaced the artificial dyes with natural spices like paprika, annatto, and turmeric to retain the product's distinct color and flavor.
Microwavable Options: Kraft introduced convenient microwavable versions of its macaroni and cheese, such as Easy Mac, catering to consumers seeking quicker preparation methods.
Health-Conscious Alternatives: In 2010, Kraft launched the Smart sub-brand, offering a healthier alternative to its classic macaroni and cheese. This line features products with no artificial flavors, colors, or preservatives and includes added ingredients like cauliflower, oats, or flax seeds blended into the noodles.
Flavor and Formula Variations: Kraft has expanded its product line to include various flavor and formula variations, such as Thick n' Creamy, Three Cheese, and White Cheddar. They also introduced gluten-free, whole grain, and white bean pasta options to cater to diverse dietary preferences and restrictions.
Limited-Edition Tie-Ins: Kraft occasionally releases promotional tie-in versions aimed at children, featuring pasta in the shapes of popular characters like Looney Tunes, Super Mario Bros., and Star Wars. These limited-edition offerings add novelty and excitement to the product for younger consumers.
Kraft Macaroni & Cheese has evolved to meet changing consumer preferences, offering a range of options while retaining its iconic status as a convenient and comforting food for people of all ages.
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Marketing and advertising
Kraft's marketing strategy has effectively targeted families, emphasising the product's affordability and convenience. During the Great Depression, Kraft Dinner was marketed as a budget-friendly option that could feed a family of four for just 19 cents. This messaging resonated with consumers facing economic hardship, contributing to the product's rapid rise in popularity.
In recent years, Kraft Macaroni and Cheese has been positioned as a convenient, quick meal for busy parents and time-crunched individuals. The product's ease of preparation, with a ready-to-eat time of under 10 minutes, has been a key selling point in modern marketing campaigns. Additionally, Kraft has leveraged nostalgia in its advertising, targeting adults who fondly recall eating the product as children.
The company has also introduced various product extensions and line expansions to cater to diverse consumer preferences. Deluxe varieties, such as the Homestyle Deluxe line, offer premium options with liquid processed cheese. Kraft has also launched healthier alternatives, such as the Kraft Dinner Smart sub-brand, which features organic and whole-grain options with added vegetables.
Kraft has demonstrated agility in responding to consumer trends and feedback. In 2015, the company removed artificial colours, flavours, and preservatives from its boxed macaroni and cheese, addressing consumer concerns about artificial ingredients. This move towards more natural ingredients, including the use of paprika, annatto, and turmeric for colouring, was well-received by consumers.
Kraft has also engaged in creative promotional tie-ins, partnering with popular franchises like Looney Tunes, Super Mario Bros., and Star Wars to create pasta shapes that appeal to children. The company has even sponsored notable events, such as the demolition of the Texas Stadium in 2010, further embedding itself in popular culture.
Through effective marketing and advertising strategies, Kraft Macaroni and Cheese has solidified its position as a beloved comfort food for generations of consumers.
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Frequently asked questions
Kraft Macaroni and Cheese, also known as Kraft Dinner, is a nonperishable, packaged macaroni and cheese mix. It is made by Kraft Foods Group and is traditionally cardboard-boxed with dried macaroni pasta and a packet of processed cheese powder.
Kraft Macaroni and Cheese is made by ratio mixing dry cheese powder in a Mixsys plow mixer. The process involves using a high-tech CIP system to clean and sanitize the equipment. The dry ingredients are then blended in a separate room before being packaged with the pasta.
Kraft Macaroni and Cheese has undergone several changes over the years. In 2013, the company announced that it would be removing Yellow 5 and Yellow 6 dyes from its pasta, reducing sodium and saturated fat content, and increasing whole grains. In 2015, these changes were extended to include the elimination of artificial preservatives. Additionally, some consumers have noted that the cheese powder seems to have changed, resulting in a less savory and slightly sweeter taste.
