Kraft Macaroni and Cheese is Changing its Name and Packaging

Kraft Macaroni and Cheese, owned by Kraft Heinz (NASDAQ: KHC), is set to change its name after 85 years, to the shortened and more common version, “Kraft Mac & Cheese.” According to the company, the change is meant to “reflect the way fans organically talk about the brand.”

Furthermore, the company has also refreshed the packaging and logo for customers, which ultimately “amplifies the brand’s most recognizable asset — the noodle smile.”

The multinational food company says the new look is meant to embody what positive comfort looks like. Nevertheless, the company’s mac & cheese price point has taken a hit recently. Many of the company’s products experienced price hikes in recent months, including a 3.5% rise on its pack of EZ Mac and a 20% price hike for a 7.25 – ounce Kraft Big Bowl Macaroni and Cheese dish.

“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,” said 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.”

Kraft Heinz Co. stock has risen about 1% throughout the year and has a current market cap of USD45.82 Billion.