Kraft Macaroni and Cheese is changing its name. Here's the brand's 'new look'

  • In Business
  • 2022-06-22 17:15:23Z
Kraft Mac & Cheese is changing its name, logo and blue box.
Kraft Mac & Cheese is changing its name, logo and blue box.  

Kraft Macaroni and Cheese is shortening its name and giving the famous blue box a makeover, the Kraft Heinz Company announced on Wednesday.

Consumers can say goodbye to the (already somewhat abandoned) "aroni" - as the product will now be officially named "Kraft Mac & Cheese."

"The change from 'macaroni and cheese' to 'mac & cheese,' is meant to reflect the way fans organically talk about the brand," Kraft Heinz wrote in a press release.

In addition to the name change, Kraft Mac & Cheese is also updating its logo and blue box. The shortened-name is now written in a different font, with white letters instead of yellow. And Kraft's iconic noddle smile now appears larger and dripping with liquid cheese.

Recipes: A make-ahead mac and cheese recipe perfect for weeknight dinner or a special occasion 

The box is also simpler, covered mostly in a dark blue with just one spoonful of the brand's macaroni and cheese on the front.

Kraft Mac & Cheese
Kraft Mac & Cheese's old box vs. new box.  

"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," Victoria Lee, Kraft Mac & Cheese brand manager, said in a statement.

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This article originally appeared on USA TODAY: Kraft Macaroni and Cheese changes name, updates blue box and logo


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