New packaging will hit grocery store shelves beginning in August.įor more, sign up for The Drum’s daily US newsletter here. The household staple is now called Kraft Mac & Cheese, which is meant to reflect the way fans organically talk about the brand. The household staple is now called Kraft Mac & Cheese. ![]() Kraft Macaroni and Cheese is changing its name after 85 years. The rebrand will roll out across social and on Kraft Mac & Cheese’s website this summer. Kraft Macaroni and Cheese is changing its name after 85 years. Why did Kraft Macaroni and Cheese change. ![]() 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.” Kraft Macaroni and Cheese is taking a subtle route in its rebrand, as the product line will now be known as Kraft Mac & Cheese. The company announced Wednesday that the new. Preparing boxed mac and cheese is a breeze just boil the noodles for 11 to 12 minutes, drain the water and stir in the cheese sauce and bacon. “We know that when things get tough, 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. After 84 years of one name and over two decades of essentially the same logo design, Kraft is giving macaroni and cheese fans a little change. ![]() The brand’s refresh felt timely precisely for this reason, suggested Lee in a statement. The core concept behind the new brand identity, explains JKR’s group strategy director Hayley Burnham, is ‘Noodlefuls of Delight’ – a “strategic platform inspired an identity system that felt positively trailblazing, contagiously energizing and deliciously real.” Ultimately, she says, the objective was to “evolve the brand to distinctively embody what positive comfort looks like.”ĭuring a unique period of time marked by economic unrest and the losses of the pandemic, the brand recognizes the role that comfort plays in defining people’s everyday routines. The company announced Wednesday that the new name will be Kraft Mac & Cheese, marking part of its rebranding that includes an updated design to the iconic box and a fresh noodle smile. The rebrand was developed and executed in partnership with creative agency Jones Knowles Ritchie (JKR).
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