Randy Chandler
Kraft Macaroni and Cheese, also known as Kraft Dinner or KD, is a packaged macaroni and cheese mix introduced by Kraft Foods in 1937. While it was initially marketed as Kraft Dinner, the product underwent a rebrand in 1954 and is now known as Kraft Mac & Cheese in the United States and several other countries. The product is popular in North America, particularly in Canada, where it is considered a de facto national dish.
| Characteristics | Values |
|---|---|
| Brand Name | Kraft Dinner |
| Alternate Names | KD, Kraft Mac & Cheese, Mac and Cheese, Cheesey Pasta |
| Company | Kraft Foods Group |
| Year Introduced | 1937 |
| Country Introduced | United States and Canada |
| Target Audience | Children and adults |
| Ingredients | Enriched macaroni, cheese sauce mix, milk, butter, cheese powder |
| Sodium Content | High |
| Nutritional Concerns | Unhealthy artificial trans fats, high sodium content |
Explore related products
What You'll Learn
Kraft Mac & Cheese's history
Kraft Mac & Cheese, originally called Kraft Dinner, was introduced in 1937 in the US and Canada. The product was a boxed macaroni and cheese mix, marketed with the slogan "a meal for four in nine minutes for an everyday price of 19 cents". The timing of its launch was key to its success—during World War II, the rationing of milk and dairy products, the increased popularity of meatless meals, and the rise in the number of women working outside the home created a large market for the convenient, non-perishable, and hearty meal.
During the Great Depression, a St. Louis, Missouri salesman named Grant Leslie had the idea to sell macaroni pasta and cheese together as a package. He began attaching grated cheese to boxes of pasta with a rubber band. James Lewis Kraft, who had started a cheese business in Chicago in 1916 after winning a patent for a method of making processed cheese, would later introduce the boxed macaroni and cheese product that became Kraft Mac & Cheese.
The product was originally packaged in a yellow box with navy blue accents. In 1954, the company switched to the now-familiar blue gradient boxes and began calling the product Macaroni and Cheese. In the US and other countries, the product was rebranded as Kraft Macaroni & Cheese, and later, Kraft Mac & Cheese. In Canada, the product is still called Kraft Dinner, and it has become a generic trademark of sorts for macaroni and cheese. In the UK, it is marketed as Cheesey Pasta.
Kraft Mac & Cheese has become a popular comfort food, with over a million packages purchased every day. In 2018, Kraft-Heinz introduced the KD Shaker, a plastic bottle of Kraft Mac and Cheese Dinner's powdered cheese, allowing consumers to use the cheese powder as they wished.
Mac & Cheese Makeover: Elevating Boxed Comfort Food
You may want to see also
Popularity in Canada
Kraft Macaroni and Cheese, known as Kraft Dinner in Canada, is extremely popular in the country. In fact, Canadians eat 55% more of the product than Americans, purchasing more than 1.7 million of the 7 million boxes sold globally per week. It has been described as Canada's national dish or a genuine Canadian cultural icon.
The product was introduced to Canada and the US in 1937, during the Great Depression. The timing of the launch was key to its success, as during World War II, the product's ten-month shelf life and its classification as a filling family meal were attractive to consumers. It was also a good option for those who didn't own refrigerators, which was common in Canada at the time.
The product's popularity in Canada is such that Kraft has created advertising programs intended to appeal to immigrant groups, and promotional tie-ins aimed at children. Kraft Dinner is also the most popular grocery item in the country.
The Canadian version of Kraft Dinner differs from the American version in terms of its ingredients and preparation. The Canadian version requires less butter and margarine and more milk than its American counterpart.
Delicious Mac & Cheese: Lean Cuisine's Comforting, Cheesy Classic
You may want to see also
Nutritional value
Kraft Macaroni and Cheese, also known as Kraft Dinner, is a nonperishable packaged macaroni and cheese mix. It was introduced in the United States and Canada in 1937 and has since become a popular comfort food for both children and adults.
The nutritional value of Kraft Macaroni and Cheese is as follows:
The product contains enriched macaroni, which includes wheat flour, durum flour, niacin, ferrous sulfate (iron), thiamin mononitrate (vitamin B1), riboflavin (vitamin B2), and folic acid. The cheese sauce mix includes whey, milkfat, and milk protein.
To prepare the classic version of Kraft Macaroni and Cheese, additional ingredients such as milk, butter, and cheese powder are required. These ingredients provide calcium, protein, and fat to the dish.
Kraft Macaroni and Cheese is often praised for being a convenient and affordable meal option. However, it is important to note that the nutritional value may vary depending on the additional ingredients used and the serving size.
While the product provides carbohydrates, protein, and vitamins, it may also be high in sodium and saturated fat, depending on the additional ingredients used. It is important to consume Kraft Macaroni and Cheese in moderation and as part of a balanced diet to ensure a healthy relationship with food.
Additionally, Kraft-Heinz introduced the KD Shaker in 2018, which was a plastic bottle of powdered cheese that could be used separately from the pasta. This allowed consumers to control the amount of cheese used and experiment with different recipes.
Macaroni and Cheese: Boil Before Baking?
You may want to see also
Explore related products
Marketing strategies
Kraft Macaroni and Cheese, also known as Kraft Dinner, is a packaged macaroni and cheese mix introduced in Canada and the U.S. in 1937. The product has become especially popular in Canada, where it is considered a de facto national dish.
Unifying Brand Identity
Kraft recognised the need to unify its three groups of macaroni and cheese offerings: Macaroni & Cheese Dinner, Deluxe, and Easy Mac microwavable cups. The unification resulted in a package refresh and a new brand identity that leveraged the brand's chief assets, such as the association with "smiles, joy, and happiness". The noodle smile featured prominently in the new brand identity, aiming to create a cohesive and recognisable image.
Expanding the Target Audience
Kraft Macaroni and Cheese has traditionally been marketed towards children and families. However, the brand has recently shifted its focus to include a broader audience. The ""Help Yourself campaign, launched in 2021, aimed to destigmatise the notion of comfort and comfort food. By leveraging TikTok and other social media platforms, Kraft targeted the TikTok generation while also expanding its reach to adults who may have fond memories of the product from their childhood. This strategy recognises that adults were once children and can effectively tap into nostalgia, creating an emotional connection with a wider age range of consumers.
Emphasising Simplicity and Comfort
Kraft Macaroni and Cheese has positioned itself as a source of comfort and simplicity in its marketing campaigns. The "Help Yourself" campaign featured short-form ads that used a smile-shaped, cheese-covered noodle to transform everyday struggles into more positive concepts. This strategy taps into the idea that Kraft Macaroni and Cheese is an accessible and comforting meal that can provide a sense of happiness and satisfaction.
Leveraging Nostalgia
In 2010, Kraft launched a $50 million multimedia marketing campaign with a nostalgia theme aimed at adults. This strategy recognised that adults who grew up with Kraft Macaroni and Cheese may have fond memories of the product. By tapping into nostalgia, Kraft was able to create a strong emotional connection with this audience, reminding them of their childhood and the comfort associated with the product.
Creating a Cultural Icon
Kraft Macaroni and Cheese has become an iconic product, especially in Canada, where it is the most popular grocery item. The blue boxes and the "Blue Box" slogan have become instantly recognisable. By creating a cultural icon, Kraft has been able to establish a strong brand identity that resonates with consumers and sets the product apart from competitors.
Robert Kraft: Any Connection to Kraft Mac and Cheese?
You may want to see also
Name changes
The Kraft macaroni and cheese product has undergone several name changes since its introduction in 1937.
When it was first launched in the US and Canada, it was called Kraft Dinner and sold under the slogan "a meal for four in nine minutes for an everyday price of 19 cents". This name remains the brand name in Canada, where it is often referred to by the initials K.D. and is considered a de facto national dish.
In 1954, the company switched to blue gradient packaging and began calling the product Macaroni and Cheese, though the word "Dinner" still appeared in small type on the US version.
In 2022, Kraft announced that it was dropping "macaroni" from the name, and the product would be known as Kraft Mac & Cheese. This name change was intended to reflect the comfort and familiarity that consumers associate with the brand.
In different markets, the product has various names. In the United Kingdom, it is marketed as Cheesey Pasta, while in Australia and New Zealand, it is known as Kraft Mac & Cheese.
Kraft Mac and Cheese: Red Dye 40 Removed?
You may want to see also
Frequently asked questions
Kraft Macaroni and Cheese, also known as Kraft Dinner, is a packaged macaroni and cheese mix. It was introduced in 1937 and is considered a comfort food in the United States.
Yes, Kraft Macaroni and Cheese is an American product. It was first introduced in the United States and Canada in 1937 by the Kraft Foods Group.
Kraft Macaroni and Cheese became popular due to its affordability and convenience, especially during World War II when there was rationing of meat and dairy. It is also heavily marketed towards children and has become a comfort food for many Americans.
Kraft Macaroni and Cheese is widely available in the United States. You can find it in most grocery stores and supermarkets, as well as online retailers.
