Kraft Mac and Cheese is officially a breakfast food

The iconic blue box of Kraft Mac and Cheese has been rebranded with the word ‘breakfast’

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Kraft is encouraging more people to eat mac and cheese for breakfast.

For the first time ever, the Chicago-based food and beverage company is rebranding the iconic blue box of its Mac & Cheese Dinner by replacing the word “dinner” with “breakfast.”

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As the original label of Mac & Cheese suggests, the cheesy noodle dish is traditionally served for dinner. But as more parents are preparing mac and cheese for their children in the morning, Kraft decided to update the packaging of the product to highlight that it’s completely acceptable to enjoy mac and cheese for breakfast or any time of day.

“These last few months have not been easy, and the struggle is real for parents with kids who are picky eaters. It’s hard to find a food that their kids will eat for breakfast, lunch and dinner – except for Kraft Mac & Cheese,” said the company in a press release.

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Citing a study of 1000 parents conducted in the early third quarter of the year, Kraft noted that 56% of parents have served their kids mac and cheese for breakfast more often during the COVID-19-related state lockdowns than previous months.

“As a brand loved by the entire family, we’ve learned Kraft Mac & Cheese isn’t just for dinner,” said Kelsey Cooperstein of Kraft Heinz in a statement. “A Kraft Mac & Cheese breakfast is a win-win for families at a time when they need all the wins they can get.”

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To promote the new look of its noodles, Kraft is giving away limited-edition Kraft Mac & Cheese Breakfast Boxes. Each box contains a placemat for kids to color, a magnet with breakfast topping suggestions, a mug for serving, and, of course, the Kraft Mac & Cheese with the special “breakfast” label. The giveaway campaign started on August 4th and will run until 7th of the month.

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For a chance to win a breakfast box, simply use the hashtags #KMCforBreakfast and #Sweepstakes on Twitter and a reply will be automatically sent with a direct link to see if you’re a winner. You can also enter for the chance to win at the microsite here: https://mac-n-cheese-for-breakfast.fooji.com.

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Moreover, Kraft revealed it will also donate 10 mac and cheese boxes to global hunger relief organization Feed the Children for every #KMCforBreakfast on Twitter, up to one million boxes.

Sources: CNN, Kraft Heinz