Kraft Mac & Cheese: A New Name, Same Taste?

After 85 years, Kraft Macaroni and Cheese is changing its name to Kraft Mac & Cheese. The new name is meant to reflect the way fans organically talk about the brand. The boxed macaroni and cheese product is also getting a makeover, including a refreshed logo, typography, and single-hue blue that amplifies the brand's most recognizable asset—the noodle smile. The new look is part of an effort to rebrand the product as comfort food.

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Kraft Mac & Cheese's new brand identity

The new brand identity includes a refreshed logo, typography, and single-hue blue that amplifies the brand's most recognisable asset: the noodle smile. The updated noodle smile will appear on the front of every box. Kraft Mac & Cheese's new packaging will also be simpler, with a more subtle makeover. The box's primary colour will change from blue to a single shade of blue, a colour that has been used in advertising campaigns in the past.

The new brand identity is not the first time Kraft has revamped its mac and cheese. In 2016, Kraft quietly changed its recipe, removing artificial preservatives and dyes and replacing them with paprika, annatto, and turmeric. The product's box was originally yellow, but nearly two decades later, the food company changed it to blue. As Kraft Macaroni & Cheese continued to dominate, the company began making spinoffs, including an organic mac and cheese and individual mac and cheese servings.

Kraft Mac & Cheese has been America's original and favourite comfort food. With over a million boxes sold every day, the cheesy bowls of deliciousness have played an iconic role in every stage of people's lives. The product was first introduced in 1937, when Americans were living through the struggles of the Great Depression. For 19 cents, a family of four could enjoy a creamy, comforting dish of cheesy noodles. The company sold 8 million boxes of macaroni and cheese in the first year.

The history of Kraft Dinner

Kraft Dinner, also known as KD, Kraft Mac & Cheese, and Mac and Cheese, is a packaged macaroni and cheese mix. It was introduced in 1937 in Canada and the US, although its history can be traced back to 1930 when a Scottish salesman named Grant Leslie began selling boxes of macaroni with baggies of grated Kraft cheese attached. At the time, Kraft cheese was already stabilized with emulsifying salts, giving it a longer shelf life.

In its early days, a box of Kraft Dinner was sold for 19 cents and was marketed as a meal for a family of four. The product quickly gained popularity, with Canadian sales reaching $8 million by 1939. During World War II, 50 million boxes of Kraft Dinner were sold.

Over the years, Kraft Dinner has become a cultural icon in Canada, with Canadians consuming 55% more boxes per capita than Americans. It is considered a de facto national dish and has been referenced in Canadian music and popular culture. The product has also inspired unique preparation methods, with most Canadians adding their own ingredients or adjusting the cooking process to create a dish that suits their tastes.

In 2022, Kraft announced that it would be changing the name of its iconic product from "Kraft Macaroni and Cheese" to "Kraft Mac & Cheese." The new name is intended to reflect the way consumers organically talk about the brand and is part of a broader rebranding effort to position the product as comfort food. The updated branding includes a refreshed logo, typography, and a single-hue blue box that amplifies the brand's recognizable "noodle smile."

Kraft's blue box as a pantry staple

Kraft's blue box has been a pantry staple for 85 years. The nonperishable comfort food has been a favourite in American households since its launch in 1937.

The product was first introduced as Kraft Dinner, with the slogan "a meal for four in nine minutes for an everyday price of 19 cents". The original box was yellow, but in 1954, the company switched to the iconic blue box with blue gradient packaging. The blue box was also used in an advertising campaign where children were encouraged to ask for "The Blue Box".

The boxed macaroni and cheese mix was a hit during World War II, when milk and dairy products were being rationed, and meatless meals and convenience were in high demand. Kraft's blue box became synonymous with comfort food and has been a pantry staple ever since.

In recent years, Kraft has made several changes to the product, including removing artificial preservatives and dyes and replacing them with natural ingredients like paprika, annatto and turmeric. In 2022, Kraft announced a rebrand of the product, including a name change from Kraft Macaroni and Cheese to Kraft Mac & Cheese, reflecting the way consumers organically refer to the brand. The new branding also features an updated logo, simpler packaging, and a refreshed noodle smile.

Despite the name change, Kraft's blue box remains a beloved pantry staple, selling over a million boxes every day.

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Kraft Mac & Cheese's popularity

Kraft Mac & Cheese, originally known as Kraft Macaroni and Cheese, is a household staple in the US and Canada. The product was first introduced in 1937, during the Great Depression, as boxed macaroni and cheese. It was initially called Kraft Dinner and sold for 19 cents, allowing a family of four to enjoy a comforting meal of cheesy noodles. In its first year, the company sold 8 million boxes of macaroni and cheese.

During World War II, the product's popularity continued to soar due to food rationing. Two boxes of Kraft Dinner could be purchased for one rationing coupon, and it served as a substitute for meat and dairy. In 1943 alone, 80 million boxes were sold. Over the years, Kraft has released various products under the Kraft Dinner banner, including different shapes of pasta, flavours, and even completely different dishes, such as spaghetti.

Kraft Mac & Cheese has become an iconic comfort food, with over a million boxes sold every day. Its popularity is especially notable in Canada, where it holds an iconic status and is the most popular grocery item. Canadians consume 55% more boxes per capita than Americans, with an average of 3.2 boxes consumed per person annually. The brand has also gained a following among college students, with its microwaveable single-serving cups being a convenient and quick dinner option.

Despite its enduring popularity, Kraft Mac & Cheese has undergone a recent name change to reflect how consumers refer to the product in their daily lives. The new name, Kraft Mac & Cheese, aims to emphasise its role as a comforting and feel-good food for everyone. Along with the name change, the brand has also updated its logo, brand colours, typography, and packaging, creating a refreshed look while retaining its iconic status.

The evolution of Kraft's boxed macaroni and cheese

Kraft's boxed macaroni and cheese has been a staple in American households for decades. Affectionately referred to as "Kraft Dinner," the product was first introduced in 1937 during the Great Depression, offering a cheap and comforting meal for families. With a price of just 19 cents, a family of four could enjoy a hearty dish of cheesy noodles. The timing of its launch played a significant role in its success, as World War II brought about rationing and an increased need for meatless meals.

The original packaging featured a yellow box with navy blue accents. However, in 1954, Kraft made a significant change by switching to the iconic blue gradient boxes that have become synonymous with the brand. This colour change was later leveraged in advertising campaigns, with children being encouraged to ask for "The Blue Box." Over the years, Kraft has sold millions of boxes, and its popularity has spread beyond the United States, particularly to Canada, where consumption per capita is 55% higher than in the US.

While the product has undergone various changes, the most recent evolution occurred in 2022, when Kraft announced a rebranding of its beloved macaroni and cheese. The new brand identity includes an updated logo, a refreshed noodle smile, and a simplified name: "Kraft Mac & Cheese." This change is intended to reflect the way consumers organically talk about the brand and to position the product as a "comfort food." The new packaging features a single hue of blue, amplifying the brand's most recognisable asset—the noodle smile.

Kraft's boxed macaroni and cheese has come a long way since its introduction in 1937. The latest rebranding effort is a strategic move to stay relevant and connected to its consumers while adapting to the changing landscape of comfort food preferences. While the name has been shortened, the product's popularity remains strong, with over a million boxes sold every day. This evolution demonstrates Kraft's commitment to staying agile in the market and ensuring its iconic product continues to resonate with fans for years to come.

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