Kraft Mac & Cheese Gets Yummy Facelift—And Official Name—Evoking Comfort Food

Think of off-the-shelf macaroni and cheese, and Kraft springs to mind. After all, the iconic blue box has been available in supermarkets for over 84 years, with millions sold every day to people all over the nation craving comfort food.

Now, the brand is unveiling its new visual identity, having updated everything from the logo to the signature noodle smile, box packaging, and even its name. Jones Knowles Ritchie was behind this cheery project.

Instead of ‘Macaroni And Cheese’, it’ll now be officially known as ‘Mac & Cheese’, reflecting how most fans of the snack refer to the dish.

The iconic blue box has been standardized into a single-color shade of blue, adorned with a more distinct noodle smile that looks even more delectable dripping with cheese. 

According to Kraft, the new look hopes to embody the feeling of “positive comfort,” and convey the sense of delight to “comfort cravers,” who look forward to a simple, classic favorite meal at the end of a long day. 

“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,” she added. 

Kraft Mac & Cheese’s new look will debut on shelves this August. 

[via Jones Knowles Ritchie and Kraft, images via Jones Knowles Ritchie]