This Beloved Grocery Macaroni and Cheese Mix Is Changing Its Name and Packaging

·2-min read

The most iconic boxed macaroni and cheese brand at the grocery store is about to look drastically different—Kraft just announced it is changing the product's name and logo.

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The iconic box will still feature a spoonful of the product and the contents inside won't be altered, but starting in August shoppers will see "Kraft Mac&Cheese" on the box instead of "Kraft Macaroni and Cheese" and a solid blue color instead of a gradient blue.

new Kraft Mac & Cheese
new Kraft Mac & Cheese

The change comes as other brands of macaroni and cheese are hitting shelves—with a twisting focus on health, CNN points out. The company's Kraft Mac&Cheese brand manager Victoria Lee emphasizes that the rebrand is all in part to solidify the dish as a "comfort food" and to reflect the shortened nickname people use for it.

"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," she says in a press release.

When the first version of Kraft's iconic dish debuted in 1937 the box was yellow, according to The Hill. The boxes didn't turn blue until 1954, and from then on it's been several shades of both white and blue.

A year ago the boxed macaroni and cheese was in the news for an entirely different reason—it was alleged that it contains chemicals that have been connected with allergies, asthma, obesity, and hormone interference in children. Two plaintiffs filed a lawsuit against Kraft on April 5 in the Northern District of California. Before this, advocates have been calling on the company to remove phthalates from the product for years. In September that case was transferred to Illinois after Kraft argued that the chemicals are approved by the U.S. Food and Drug Administration.

Eat this, not that
Eat this, not that


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