- Kraft Macaroni & Cheese is rebranding and shortening its name to Kraft Mac & Cheese, the first name change in the product’s 85-year history.The box is also getting a subtle makeover, with a refreshed logo and a single-hue blue that the company says amplifies the brand’s most recognizable asset: the noodle smile.
Kraft said the name and box changes are part of an effort to rebrand the household staple as “comfort food.”The new Kraft Mac & Cheese boxes have a refreshed logo that the company says highlights the brand's most recognizable asset: the noodle smile.
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