Kraft made a momentous announcement that after 85 years, its Kraft Macaroni and Cheese is changing its name and getting a whole new look.
The product will now officially be known as ... drum roll, please ... what you were probably calling it all along. It's officially Kraft Mac & Cheese.
"The change from 'macaroni and cheese' to 'mac & cheese' is meant to reflect the way fans organically talk about the brand," Kraft said in a statement.
But the change doesn't end with the name. All aspects of the Mac & Cheese brand are getting a facelift, including the logo, brand colors, typography, photography, iconography, and packaging.
"The iconic blue box now features just a single-color hue of blue and amplifies the brand's most recognizable asset — the noodle smile, now even more delicious and dripping with creamy, cheesy goodness," the company said. "The new look and feel evolves the brand and products to distinctively embody what positive comfort looks like: noodlefuls of delight that lift you up and make you happy inside and out."
The brand overhaul redefines Kraft Mac & Cheese as feel-good food for everyone, the company added.
"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. "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."
The new look will appear across social channels this summer and packaging will start to hit shelves in August.