Kraft Macaroni & Cheese will now be known as Kraft Mac & Cheese. Parent company The Kraft Heinz Co., is also unveiling a new brand identity that includes an updated logo and noodle smile.
The new look updates all aspects of the brand identity: the name, the logo, brand colors, typography, photography, iconography, and packaging. The change from “macaroni and cheese” to “mac & cheese” is meant to reflect the way fans organically talk about the brand, stated the company. Its blue box now features just a single-color hue of blue and amplifies the brand's most recognizable asset — the noodle smile, now even more delicious and dripping with creamy, cheesy goodness.
"The new look and feel 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, stated Kraft. The changes were 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,” added Victoria Lee, Kraft Mac & Cheese brand manager. “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.”