Now known as Mac & Cheese, Parent company The Kraft Heinz Co., also unveiled a new brand identity.
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.