The family staple is now referred to as Kraft Mac & Cheese, which is “meant to reflect the way fans organically talk about the brand,” the corporate introduced Wednesday. Packaging that includes the brand new name will hit cabinets in August.
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Together with the shortened name, buyers will discover the field receiving a delicate makeover that features a refreshed brand, typography and single-hue blue that “amplifies the brand’s most recognizable asset – the noodle smile.”
Kraft stated the brand new name and field are a part of an effort to rebrand its mac & cheese as “comfort food.” That distinction helps it differentiate from more healthy merchandise consuming up shelf area. Goodles, for instance, is a Gal Gadot-backed startup that sells boxed macaroni and cheese with extra protein and fiber at a better worth. Banza and Annie’s additionally make related merchandise that market themselves as extra healthful than Kraft’s model.
SEE ALSO: Kraft debuts Mac & Cheese flavored ice cream
Kraft’s mac & cheese affordability has additionally taken a success just lately. Dozens of its merchandise obtained worth hikes in latest months, together with a 3.5% improve on a pack of EZ Mac and a 20% worth hike for a 7.25-ounce dish of Kraft Huge Bowl Macaroni and Cheese.
Sturdy demand, provide constraints and uncertainty elevated enter prices for Kraft, the corporate stated in a letter to suppliers, including that the “upward trend in packaging, transportation, ingredients and labor costs persists, reaching levels not seen in decades.” These larger prices led to the corporate’s determination to increase costs.
Kraft Heinz Co. inventory is up about 1% for the yr.
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