Kraft Macaroni & Cheese Is Officially Changing Its Name
Spelling people's names, you gotta be careful: Mark Wahlberg is different than Mark Walberg. (Which you prefer is up to you.) But with brands, you have a bit more leeway. If I were to write out In 'N' Out instead of their preferred In-N-Out, you'd likely still know I'm talking about the Southern Californian burger chain. But I prefer to go with a brand's preferred spelling. If Dunkin' wants to drop their Donuts or Jamba wants to ax their Juice, we might as well respect that instead of being hardheadedly archaic.
Sometimes, though, a brand's preferred name is genuinely confusing… and, for me at least, Kraft Mac & Cheese has always been one of those brands. The box states Kraft Macaroni & Cheese Dinner, but Kraft would often write the whole spelling out: Kraft Macaroni and Cheese. Meanwhile, most people just call it Kraft Mac 'n' Cheese (or if you're Canadian, Kraft Dinner).
Now, Kraft is answering the question of how Americans (at least) should address this pasta product, officially slimming it down to the shorthand. Kraft Macaroni and Cheese's "new" name is officially "Kraft Mac & Cheese." And the grocery store staple is getting a logo and packaging update to boot.
Victoria Lee, brand manager for Kraft Mac & Cheese, stated that there is a "comfort to Kraft Mac & Cheese that makes it so special and iconic to millions of people across the world" — with Kraft touting they sell over a million boxes every day — "and our new look is a reflection of what our brand means to our consumers."
The update to the 85-year-old product includes a new name, logo, brand colors, typography, photography, and packaging — though the overall feel of the box is still the same with a blue background (though now with single hue), a rounded font, and an orange macaroni "smile" below the name (which now features a small — maybe a little bit gross — drip of cheese). As for the name, Kraft states that it "is meant to reflect the way fans organically talk about the brand."
Kraft says the new look will arrive online this summer and the packaging will start rolling out in August. So all you hardheadedly archaic types, start stocking up now.