Kraft Macaroni & Cheese, an 84-year-old brand, is changing its name to “Kraft Mac & Cheese” and rolling out a new logo and noodle smile.
The change is subtle. The brand keeps its blue and orange coloring and shifts the its packaging to a single-color hue of blue.
“We know that people aren’t turning to comfort food as a guilty pleasure, they are positively embracing comfort, saying yes to feeling good, saying yes to caring for themselves,” said Victoria Lee, Kraft Mac & Cheese Brand Manager, in the company’s announcement. “There is a familiar, craveable, positive comfort to Kraft Mac & Cheese that makes it so special and iconic to millions of people across the world and our new look is a reflection of what our brand means to our consumers."
Boxes with the new look will appear in August.
Kraft sells more than one million boxes of its Mac & Cheese every day. The item is especially popular in Canada. Canadians purchase 1.7 million of the 7 million boxes sold globally every week. In the U.K., the item is also marketed as Cheesey Pasta.