Kraft Macaroni & Cheese Is Officially Changing Its Name

Presented courtesy of Food & Wine

You must be careful while spelling people’s names: The actor Mark Wahlberg is not the same as Mark Walberg. (You can choose which you like best.) With brands, however, you have a little more freedom. You would probably still understand that I’m referring to the Southern Californian burger chain if I wrote out In ‘N’ Out instead of their favored In-N-Out. However, I favor using a brand’s chosen spelling. Instead of being stubbornly antiquated, we ought to respect the wishes of companies like Dunkin’ Donuts and Jamba that decide to discontinue their juice offerings.

But occasionally, a company’s chosen name is actually perplexing. and one of those brands has always been Kraft Mac & Cheese, at least for me. The label on the package reads Kraft Macaroni & Cheese Dinner, but Kraft frequently spelled it out in full: Kraft Macaroni and Cheese. The majority of people simply refer to it as Kraft Mac ‘n Cheese (or Kraft Dinner if you’re Canadian).

Now that it has been formally shortened to the shorthand, Kraft is responding to the query of how Americans (at least) should refer to this pasta product. The “new” name for Kraft Macaroni and Cheese is now “Kraft Mac & Cheese.” Additionally, the ubiquitous grocery store item will get a new logo and packaging.

With Kraft boasting they sell over a million boxes every day, Victoria Lee, brand manager for Kraft Mac & Cheese, said there is a “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.”

The 85-year-old product has been updated with a new name, logo, brand colors, typography, photography, and packaging, though the overall look of the box hasn’t changed. It still has a blue background (though it’s now just one color), a rounded font, and an orange macaroni “smile” below the name that now has a tiny, possibly gross cheese drip. According to Kraft, the term “is supposed to mirror the way people naturally converse about the brand.”

According to Kraft, the new look will debut online this summer and packaging will begin to appear in August. So all you stubbornly antiquated types, start stockpiling up right away.

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