Did You Miss That? Kraft Changes Its Name to What We’ve Been Calling It All Along
After 85 years, the iconic blue box is rebranding.
So long, “aroni.” After 85 years as “Kraft Macaroni and Cheese,” the beloved meal-in-a-box shall henceforth be known as “Kraft Mac & Cheese.” True, that’s what many of us call it anyway. But now that shortened name — once casual and affectionate — is official.
Kraft has just announced that it is changing the name as well as the look — logo, brand colors, typography, photography, iconography and packaging — of its iconic boxed macaroni and cheese as part of a brand-identity revision.
The new box design has a simpler, bolder look (in our estimation), featuring primarily one solid color of blue. The simplified background is intended to spotlight “the brand's most recognizable asset — the noodle smile, now even more delicious and dripping with creamy, cheesy goodness,” as Kraft described it in a news release.
The name change, meanwhile, “is meant to reflect the way fans organically talk about the brand,” the company noted.
“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,” said Victoria Lee, Kraft Mac & Cheese brand manager, “and our new look is a reflection of what our brand means to our consumers.”
The new name and look will be rolled out on social media and the web this summer, with new packages hitting stores in August. So, if for some reason (nostalgia?), you want to hoard the old iconic boxes, now would be the time.