Kraft Macaroni and Cheese will start to look a little different in the coming months.
The company announced today that it is unveiling a new brand identity for the product after 85 years. This revamp includes a shortened name, an updated logo, and a more striking noodle smile.
What’s the new name of Kraft Macaroni and Cheese?
The popular comfort food is now called Kraft Mac & Cheese. The company said in a press release that the name change is “meant to reflect the way fans organically talk about the brand.”
The new name will be featured in the product’s updated packaging, which will hit shelves in August. In addition to the new name, the redesigned packaging also features updated brand colors, typography, and photography, as well as the abovementioned new logo and noodle smile.
The product’s iconic blue box now features a single-color hue of blue, which amplifies the brand’s most recognizable asset — the noodle smile. As can be seen in the photo below, the noodle smile now looks even more delicious and dripping with creamy, cheesy goodness.
Why is Kraft Macaroni and Cheese getting a revamp?
The company didn’t provide a reason behind the Kraft Macaroni and Cheese makeover, but it did mention in the press release that the new look “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 company added that the revamp was inspired by comfort cravers — “the people who believe that comfort is crucial to feeling good, and who love a helping of simple nourishment to warm their bellies.”
“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 a statement. “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.”
According to CNN Business, the new brand identity of Kraft Macaroni and Cheese helps itself stand out from similar yet healthier products eating up shelf space. These rival products include Goodles, a Gal Gadot-backed startup that sells boxed macaroni and cheese with more protein and fiber at a higher price. More wholesome versions of Kraft Macaroni and Cheese are also being sold by brands like Banza and Annie’s.