Kraft Macaroni & Cheese drops three syllables from its name.
The world-famous instant noodle company announced that it has shortened the brand name of Kraft Mac & Cheese after 85 years of operation.
The macaroni and cheese giant revealed in a press release issued on Wednesday 22 June that the name change is part of a “new brand identity”, which includes a redesigned logo and a “noodle smile” illustration.
The brand maintains its signature blue and red colors while typography, photography, iconography and packaging are updated.
Kraft Mac & Cheese explained that the name change was made to reflect the way customers “organically” refer to the brand.
“We know people do not resort to comfort food as a guilty pleasure. They embrace positive comfort, say yes to feeling good, say yes to taking care of themselves,” Kraft Mac & Cheese Brand Manager Victoria Lee said in a statement.
“There’s a familiar, coveted, positive comfort to Kraft Mac & Cheese,” Lee continued, “which makes it so special and iconic for millions of people around the world, and our new look is a reflection of what our brand means to ours. consumers. “
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, a well-known American comfort food was labeled.
The Kraft Heinz Company owns Kraft Mac & Cheese and reports that more than a million boxes are sold every day – which has helped the company make billions.
The food giant had sales of $ 6 billion during the first quarter of 2022, according to published results.
Kraft Heinz’s report did not provide an overview of how many of these 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 Spices.