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The house staple is now called Kraft Mac & Cheese, which “is meant to reflect how fans talk about the brand organically,” the company announced Wednesday. Packaging with the new name will hit shelves in August.

In addition to the shortened name, shoppers will notice that the box receives a subtle makeover that includes a refreshed logo, typography and single-tone blue that “amplifies the brand’s most recognizable asset – the noodle smile.”

Kraft said the new name and box are part of an effort to rebrand its mac and cheese as “comfort food.” This distinction helps it differentiate itself from healthier products that take up shelf space. Goodles, for example, is a Gal Gadot-backed startup that sells boxed macaroni and cheese with more protein and fiber at a higher price. Banza and Annie’s also make similar products that claim to be healthier than Kraft’s version.

The affordability of Kraft’s mac and cheese has also taken a hit recently. Dozens of its products have seen price increases in recent months, including a 3.5% increase on a pack of EZ Macs and a 20% price hike for a 7.25-ounce dish of macaroni and cheese. Kraft Big Bowl.

Strong demand, supply constraints and uncertainty have increased input costs for Kraft, the company said in a letter to suppliers, adding that “the upward trend in the costs of packaging, transport, d ‘ingredients and labor persists, reaching levels not seen in decades’. These higher costs led to the company’s decision to raise prices.

Kraft Heinz Co. (KHC) the stock is up about 1% for the year.


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