- Kraft is dropping the "roni" from the name of its macaroni and cheese product, the company announced Wednesday.
- The box will now say "Kraft Mac & Cheese," and it will have a more streamlined look.
- Americans have been buying the product, especially during hard times, since 1937.
Kraft Macaroni & Cheese is getting a new look—and a shorter moniker.
While looking for a Friday night no-energy meal — or simply a cheap one — the box you're looking for will be a bit more streamlined later this summer, according to a Wednesday press release from Kraft.
The new name is changing from "Kraft Macaroni & Cheese" to "Kraft Mac & Cheese."
The name shortening "is meant to reflect the way fans organically talk about the brand," the release added.
As The Hill reported, this is the latest in a series of box and branding changes for "America's original and favorite comfort food," as Kraft called the product in the release.
Originally, according to KRON-4, a cable news station in San Francisco, the box was mostly yellow.
The latest version is almost all blue, except for a prominent noodle-smile, which the company called "the brand's most recognizable asset." The company says it sells over 1 million of these mac and cheese products a day.
The company also said it saw increased sales after the pandemic hit and that more parents fed the mac and cheese to kids for breakfast, part of a broader retreat into comfort food and likely an economic crunch.
"We know that when things get tough, 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," Victoria Lee, Kraft Mac & Cheese Brand Manager, said in the release.
It's unclear if the new box will accompany a price change. The company did not respond to a request for comment. In 2021, companies passed on price increases to consumers at a record-breaking clip.
Here are other photos of the new box and branding.
Here's the new logo.
It has a new font, as the release noted.
Other flavors in the new box.
Finally, here's a close-up of the cheesy smiley.