Kraft Macaroni and Cheese is changing its name after 85 years. The household staple is now called Kraft Mac & Cheese, which is “meant to reflect the way fans organically talk about the brand,” the company announced Wednesday. Packaging featuring the new name will hit shelves in August.
Along with the shortened name, shoppers will notice the box receiving a subtle makeover that includes a refreshed logo, typography and single-hue blue that “amplifies the brand’s most recognizable asset — the noodle smile.”
Kraft said the new name and box are part of an effort to rebrand its mac & cheese as “comfort food.”
Kraft’s mac & cheese affordability has also taken a hit recently. Dozens of its products got price hikes in recent months, including a 3.5% increase on a pack of EZ Mac and a 20% price hike for a 7.25-ounce dish of Kraft Big Bowl Macaroni and Cheese.