Kamil Perry
Kraft Macaroni and Cheese, now known as Kraft Mac & Cheese, is one of the most popular products of Kraft Heinz. It was introduced in 1937 as Kraft Dinner in Canada and the US and has been a staple comfort food since. The product was the first dry packaged dinner on the market, and its launch during the Great Depression and World War II helped it gain popularity as a cheap, non-perishable, and easy-to-make meal.
| Characteristics | Values |
|---|---|
| Year of Introduction | 1937 |
| Original Name | Kraft Dinner |
| Current Name | Kraft Mac & Cheese |
| Founder | James L. Kraft |
| Company | Kraft Foods Group |
| Company Founder | James Lewis Kraft |
| Company Founding Year | 1903 |
| Company Location | Chicago |
| Company's First Cheese Manufacturing Plant | 1914 |
| Number of Boxes Sold in the First Year | 8-9 million |
| Current Daily Production | Over 1 million boxes |
| Number of Sold Packages in 1943 | 50 million |
| Current Company | Kraft Heinz Company |
| Company Merger Year | 2019 |
| Company Sales in 2019 | $25 billion |
| Flavours | Cheddar Explosion, Cheddar Cheese, Four-Cheese, Old World Italian |
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What You'll Learn
Kraft Mac & Cheese was introduced in 1937
Kraft Mac & Cheese, originally called Kraft Dinner, was introduced in 1937. It was launched in the US and Canada during the Great Depression, when a box cost just 19 cents and fed a family of four. The product was a box of dried pasta combined with a package of long-shelf-life processed cheese. The timing of its launch was key to its success. During World War II, the rationing of milk and dairy products, the move towards meatless meals, and the increase in women working outside the home created a large market for the product, which was considered a hearty meal for families.
In its first year, the company sold 8-9 million boxes of Kraft Mac & Cheese. Now, customers buy more than a million packages every day. The product has evolved since its launch, with deluxe varieties marketed with liquid processed cheese and microwavable frozen mac-and-cheese meals. The brand has also introduced flavour variations, including Easy Mac (now Mac & Cheese Dinner Cups), a single-serving product.
Kraft Mac & Cheese has become a staple in many households, with the company claiming that it has been "there through every stage of our fans' lives". It is a comfort food that rarely fails to please, and its popularity has endured for over 85 years. The product's blue box is iconic, with its recognisable "noodle smile" dripping with cheese. In June 2022, the product name was officially changed to Kraft Mac & Cheese to reflect the way that consumers organically talked about the brand.
Kraft Mac & Cheese was first created by James Lewis Kraft, who founded a cheese delivery business in Chicago in 1903. Kraft began processing cheese for distribution to retailers in 1906, and the company was incorporated as J.L. Kraft Bros. & Company in 1909. In 1916, Kraft patented a spoil-resistant processed cheese, which was sold in large quantities to the US Army during World War I. The company continued to expand and diversify its product offerings, and in 1937, it introduced its now-iconic Kraft Mac & Cheese.
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Kraft's history as a cheese company
Kraft Macaroni and Cheese, or Kraft Dinner, was introduced in 1937 in the US and Canada. However, the history of its parent company, Kraft Foods, as a cheese manufacturer, dates back to the early 20th century.
James Lewis Kraft, born in Fort Erie, Ontario, Canada, immigrated to the United States in 1903 and started a wholesale door-to-door cheese delivery business in Chicago. The first year was challenging, with the company losing $3,000 and a horse. However, Kraft persevered, and in 1909, he was joined by his four brothers to form J.L. Kraft and Bros. Company. By 1911, the company began using circulars and advertisements, and in 1912, they established a headquarters in New York City with aspirations for international expansion.
In 1914, J.L. Kraft & Bros. Co. built its first cheese manufacturing plant, producing 6 million pounds of cheese to feed soldiers during World War I. In 1916, James Kraft patented a method for creating processed cheese, a key innovation that would later enable the development of shelf-stable packaged macaroni and cheese. By 1919, the company was selling 31 varieties of cheese across the US.
The company continued to grow and diversify, listing on the Chicago Stock Exchange in 1924 as the Kraft Cheese Company and on the New York Stock Exchange in 1926. In 1928, it acquired the Phenix Cheese Company, maker of Philadelphia cream cheese, and became the Kraft-Phenix Cheese Company. By 1930, it had captured 40% of the US cheese market, becoming the third-largest dairy company in the country.
During the Great Depression, Kraft introduced its iconic boxed macaroni and cheese, providing a cheap and hearty meal for families. The product sold 9 million boxes in its first year and became a staple during World War II due to its non-perishable nature and convenience.
Over the following decades, Kraft continued to innovate, launching sliced cheese in the 1950s and introducing various flavours and formulations of macaroni and cheese, including deluxe versions with liquid cheese sauce and microwaveable options. The company expanded internationally and diversified its product offerings beyond cheese, eventually becoming the fifth-largest food and beverage company in the world after merging with Heinz in 2015.
Kraft Macaroni and Cheese has endured as a beloved comfort food, with Kraft producing over 1 million boxes daily and continuously adapting to meet consumer demands and preferences.
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Popularity during the Great Depression and WWII
Kraft Macaroni & Cheese, a beloved and iconic comfort food in the United States, has a long and interesting history that dates back over a century. Its popularity during the Great Depression and World War II played a significant role in establishing it as a staple in American kitchens.
Introduced in the 1930s, Kraft Macaroni & Cheese gained popularity during the Great Depression due to its affordability and convenience. With families facing economic hardships, a box of Kraft Macaroni & Cheese provided a cheap and filling meal that could feed a family at a low cost. It was a welcome alternative to more expensive proteins like meat and poultry, and its dry format made it easy to store and prepare. During this time, Kraft also introduced its iconic "Blue Box" packaging, which featured a picture of the prepared dish and emphasized the product's convenience and ease of preparation.
As the country entered World War II, Kraft Macaroni & Cheese became a staple for families facing food rationing and shortages. The U.S. government considered cheese and wheat (key ingredients in the product) as essential foods and encouraged their consumption to boost morale and provide nutritional value. Kraft's product, with its combination of cheese and pasta, offered a tasty and satisfying meal that fit the government's guidelines. The company also benefited from the fact that its product could be stored and shipped easily, making it a reliable food source during a time of uncertainty and scarcity.
During WWII, Kraft also played a role in supporting the war effort. The company provided macaroni and cheese to the U.S. military, and it became a popular meal for troops both at home and abroad. Kraft also contributed to the war effort by producing other food items, such as cheese spreads and powdered beverages, which were included in soldiers' rations. The familiarity and comfort of Kraft Macaroni & Cheese provided a taste of home for soldiers, and its convenience and nutritional value made it a practical choice for military meals.
Kraft Macaroni & Cheese's popularity during the Great Depression and WWII solidified its place in American culture. Its affordability, convenience, and satisfying taste made it a go-to meal for families and soldiers during challenging times. The product's association with comfort and nostalgia, established during these pivotal moments in history, has contributed to its enduring appeal and made it a symbol of American resilience and practicality. Today, Kraft Macaroni & Cheese remains a beloved and iconic food, with its history and popularity spanning generations of Americans.
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Name and packaging changes
The name and packaging of Kraft's macaroni and cheese product have evolved since its introduction in 1937. Initially called Kraft Dinner, it was renamed Kraft Macaroni & Cheese in the US in 1954, while retaining its original name in Canada. The packaging also underwent a transformation, shifting from a yellow box with navy blue accents to the iconic blue gradient boxes with a "noodle smile" dripping with cheese. This update reflected the product's positioning as a comforting and indulgent treat.
Over the years, the product underwent several name variations, reflecting regional preferences and marketing strategies. In Canada, it remained known as Kraft Dinner, while in the United States, Australia, and New Zealand, it was marketed as Kraft Mac & Cheese. In the United Kingdom and internationally, the product was simplified to Mac and Cheese. Despite these name variations, the core product remained consistent across different markets.
In June 2022, Kraft Heinz announced another name change, opting for the simpler moniker "Kraft Mac & Cheese." This decision was based on market research indicating that consumers organically referred to the product by this shorter name. The packaging also received a refresh, with a more prominent noodle smile, dripping cheese, and a bolder font with white letters instead of yellow. The updated packaging aimed to emphasize the comforting and indulgent nature of the product.
The evolution of the product's name and packaging reflects the company's efforts to stay relevant and connected to its consumers. By embracing the language and preferences of its fans, Kraft Mac & Cheese has solidified its position as a beloved comfort food worldwide. The iconic blue box and dripping noodle smile have become synonymous with the brand, contributing to its lasting success and recognition.
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Kraft's other mac and cheese products
Kraft Macaroni and Cheese, also known as Kraft Dinner, was introduced in 1937. It was the first dry packaged dinner on the market and became a popular meal during World War II due to its affordability and convenience. Over the years, Kraft has expanded its mac and cheese offerings beyond the classic blue box. Here are some of Kraft's other mac and cheese products:
- Deluxe Dinner: Introduced in 1961, this variety features prepared cheese sauce instead of the standard powder form. It is marketed as a more premium option and comes with seasoned breadcrumbs. However, it was discontinued in 2015 due to a lack of demand.
- Easy Mac: Now known as Mac & Cheese Dinner Cups, this is a single-serving, microwaveable product designed for convenience. It is popular among college students and those looking for a quick and easy meal.
- Homestyle: This version offered a larger serving size and included seasoned breadcrumbs to sprinkle on top. It had three flavour options: cheddar cheese, four-cheese, and Old World Italian. However, it was discontinued around 2015 due to low demand.
- Organic Mac and Cheese: Kraft introduced an organic version of its classic mac and cheese, responding to consumer preferences for natural ingredients.
- Individual Serving Bowls: These bowls contain macaroni and cheese and only require water to be added. They are then microwaved, and the cheesy sauce is added to complete the meal.
- Cheddar Explosion: Introduced in 2010, this variety features a burst of cheddar cheese flavour. To promote this product, Kraft sponsored the demolition of the Texas Stadium, donating $75,000 to local charities and another $75,000 in Kraft products.
- NotMac&Cheese: In 2023, Kraft Heinz collaborated with TheNotCompany, a Chicago-based startup, to create a plant-based version of their iconic mac and cheese. This product is designed to appeal to those seeking vegan or plant-based alternatives.
Kraft has continuously innovated and expanded its mac and cheese offerings to meet evolving consumer preferences and market demands. The company has introduced various flavours, serving sizes, and formats while also considering health and sustainability concerns. These products have contributed to the enduring popularity of Kraft mac and cheese, which remains a comfort food staple for many.
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Frequently asked questions
Kraft Macaroni and Cheese was introduced in 1937, so it is over 85 years old.
The product was originally called Kraft Dinner, which is still the brand name in Canada.
Kraft Macaroni and Cheese cost just 19 cents a box when it was first introduced.
Kraft sold 9 million boxes of Kraft Macaroni and Cheese in the first year, although another source states that the company sold 8 million boxes.
