Kraft Macaroni & Cheese dropped three syllables from its name.
The world-renowned instant noodle company announced it has shortened the brand name to Kraft Mac & Cheese after 85 years in the business.
The macaroni and cheese giant announced in a press release issued on Wednesday, June 22 that the name change is part of a “new brand identity” that includes a redesigned logo and a “noodle smile” illustration.
The brand retains its signature blue and red colors while typography, photography, iconography and packaging are all updated.
Kraft Mac & Cheese explained that the name change was made to reflect the way customers “organically” refer to the brand.
“We know people don’t turn to comfort food as a guilty pleasure. They embrace comfort, say yes to feeling good, say yes to taking care of themselves,” Kraft Mac & Cheese brand manager Victoria Lee said in a statement.
“Kraft Mac & Cheese has a familiar, desirable, positive comfort,” continued Lee, “that makes it so special and iconic to millions of people around the world, and our new look reflects what our brand means to our consumers .”
The rebranding is already reflected on Kraft Mac & Cheese’s social media accounts and website.
Customers can expect to see the brand’s new packaging on store shelves from August.
Kraft Foods introduced Kraft Mac & Cheese in 1937 during the Great Depression.
Over the course of eight decades, the brand has grown into a famous American comfort food brand.
The Kraft Heinz Company owns Kraft Mac & Cheese and reports that it sells more than a million cases a day — which has helped the company make billions.
According to published earnings figures, the food giant had net sales of $6 billion in the first quarter of 2022.
Kraft Heinz’s report didn’t include a breakdown of how many of those sales were related to Kraft Mac & Cheese and its other 23 brands.
These brands include Kraft Singles, Heinz, Oscar Mayer, Ore-Ida, Classico Pasta Sauce, Velveeta, Smart Ones, ABC Indonesia, Capri Sun, Wattie’s, Kool-Aid, Weight Watchers’ Heinz, Jell-O, Philadelphia Cream Cheese, Golden Circle, Lunchables, Pudliszki, Maxwell House, Gray Poupon, Master Soy Sauce, Honey Soup, Plasmon Baby Food and Quero Seasoning.
https://nypost.com/2022/06/26/kraft-macaroni-cheese-changes-its-name-to-kraft-mac-cheese/ Kraft Macaroni & Cheese changes its name to Kraft Macaroni & Cheese