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Kraft Heinz made an announcement that it has changed the name of its popular Mac & Cheese brand. The company said that it has rebranded the product, and it will be rolled out this summer.
As per Fox Business, this is the first time that Kraft Macaroni & Cheese's name has been changed in its 85 years in the business. Then again, the change is not so huge as the company only dropped three syllables from its name.
The shortened form, which is Kraft Mac & Cheese, is now the official name of the famous cheesy pasta snack. The food manufacturing company said that the move is part of its plan to give the product a new brand identity.
Along with the name, the logo of the product was also redesigned plus a "noodle smile" has been added to the illustration. As for the color scheme, Kraft Mac & Cheese retained its signature blue and red colors.
Other changes and updates include fonts, iconography, photography, and packaging. Kraft further explained that it made the name change to reflect the way consumers "organically" talk about the brand/product.
The box of the Mac & Cheese is more simple and now features just one shade which is blue. The color puts more emphasis on the brand's new logo and illustrations.
"We know that people are not turning to comfort food as a guilty pleasure, they are positively embracing comfort, saying yes to feeling good, saying yes to caring for themselves," Kraft Mac & Cheese brand manager, Victoria Lee, said in a press release. "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."
Finally, the product with the new packaging and name has yet to be released by Kraft, informing the customers ahead of time to avoid confusion when they shop for their favorite snack next time. The company is spreading the news of the Mac & Cheese rebranding by posting posters and details on the company's social media pages and website.
