Kraft Macaroni & Cheese will now be called Kraft Mac & Cheese, according to a Kraft Heinz Company news release issued Wednesday.
The new name appears to be the favored shorthand of the original title. It reflects “the way fans organically talk about the brand,” the company said.
“The change from ‘macaroni and cheese’ to ‘mac & cheese,’ is meant to reflect the way fans organically talk about the brand,” the release read.
“The iconic blue box now features just a single-color hue of blue and amplifies the brand’s most recognizable asset — the noodle smile, now even more delicious and dripping with creamy, cheesy goodness.”
Comfort was a primary factor in the new image, according to the release.
“The new look and feel evolves the brand and products to distinctively embody what positive comfort looks like: noodlefuls of delight that lift you up and make you happy inside and out,” it read.
“The changes were inspired by comfort cravers — the people who believe that comfort is crucial to feeling good, and who love a helping of simple nourishment to warm their bellies.”
New packaging reflecting the change will hit shelves in August, according to the Kraft Heinz Company.
Original Article: Kraft Macaroni & Cheese changes name and look after 85 years