Kraft Macaroni And Cheese Is Changing Its Name
Kraft Macaroni and Cheese is changing its name after 85 years.
The household staple is now called Kraft Mac & Cheese, which is meant to reflect the way fans organically talk about the brand, the company announced Wednesday. Packaging featuring the new name will hit shelves in August.
Along with the shortened name, shoppers will notice the box receiving a subtle makeover that includes a refreshed logo, typography and single-hue blue that amplifies the brands most recognizable asset the noodle smile.
Kraft said the new name and box are part of an effort to rebrand its mac & cheese as comfort food. That distinction helps it differentiate from healthier products eating up shelf space. Goodles, for example, is a Gal Gadot-backed startup that sells boxed macaroni and cheese with more protein and fiber at a higher price. Banza and Annies also make similar products that market themselves as more wholesome than Krafts version.
Krafts mac & cheese affordability has also taken a hit recently. Dozens of its products got price hikes in recent months, including a 3.5% increase on a pack of EZ Mac and a 20% price hike for a 7.25-ounce dish of Kraft Big Bowl Macaroni and Cheese.
Kraft Heinz Co. stock is up about 1% for the year.
Kraft Macaroni & Cheese Dinner
Looking for the recipe for your favorite macaroni & cheese dinner? Look no further! Dig into KRAFT Macaroni & Cheese Dinner with the steps to make this cheesy classic.
Provided by My Food and Family
Yield 3 servings, about 1 cup each
Number Of Ingredients 4
|1-1/2 qt. water|
|1 pkg. KRAFT Macaroni & Cheese Dinner|
|1/4 cup margarine, cut up|
|1/4 cup milk|
- Bring water to boil in medium saucepan. Add Macaroni cook 7 to 8 min. or until tender, stirring occasionally.
- Drain. Return macaroni to pan.
- Add margarine, milk and Cheese Sauce Mix mix well.
Nutrition Facts : Calories 390, Fat 18 g, SaturatedFat 4.5 g, TransFat 3 g, Cholesterol 10 mg, Sodium 710 mg, Carbohydrate 0 g, Fiber 2 g, Sugar 0 g, Protein 10 g
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The Kraft Mascot You Probably Forgot About
People who grew up in the ’90s and 2000s may remember when Kraft peddled its mac and cheese with the help of an anthropomorphic yellow dinosaur called Cheesasaurus Rex, who had the near creepy tagline “Cheese me.” During his two-decade run, Cheesasaurus Rex rivaled such exalted mascots like Chester Cheetah, Toucan Sam, and the Kool-Aid Man. Yet, you wouldn’t know that now, would you? His fossil records on the internet are so negligible as to make him almost nonexistent.
For example, the only thing directly pinning his debut to 1991 is an uncredited claim in a HuffPost article. However, MyComicShop dates an issue of the Cheesasaurus Rex comic to 1992, and a 1992 article in The New York Times mentioned that there were plans for a Cheesasaurus Rex cartoon, so 1991 sounds probable.
Similarly, a 2015 news piece in the Omaha World-Herald is the only thing to credit the cheesy beasty’s creation to Jay Dandy, an ad worker at the J. Walter Thompson agency. Even then, the piece itself was about an artwork he painted on the wall of his childhood bedroom. Cheesasaurus Rex was relegated to a side note.
Cheesasaurus Rex Reached Great Heights
So, we can pin down the estimated time when Cheesasaurus Rex landed his gig representing macaroni and radioactive-looking cheese.
It’s easier to show just how large of a mascot he became. In a debate for Food & Wine about whether mac and cheese could beat spaghetti and meatballs, Noah Kaufman defended mac and cheese by calling out the nostalgia of the dish. “Presumably there is a dictionary entry on the ’90s, and if you look at that entry you will almost certainly see a picture of Cheesasaurus Rex, the surfing cartoon dinosaur mascot on most boxes of Kraft Macaroni & Cheese from that decade,” Kaufman explained. Similarly, Healthy Eating Research included the dinosaur in a 2016 report on food marketing to children, even though Cheesasaurus Rex had long disappeared.
The basis for this fame was an evolving series of advertisements from the 1990s until 2010, a collection of which you can watch on . In the earlier ads, Cheesasaurus Rex served as a backdrop to whomever Kraft was collaborating with. These included the Animaniacs and Pokémon. He was a present figure, then, for shows that rooted themselves into popular culture. Then, when he made a television return in 2008 with ads like the Rube Goldberg Mac-O-Matic, Cheesasaurus Rex became a main character in his own shorts. His fame was such that he even had a balloon in Macy’s Thanksgiving parade from 2001 through 2003 .
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Cheesasaurus Rex Just Vanished
Suddenly, Cheesasaurus Rex had vanished from television screens everywhere. He was cheesed no more. No explicit statement about why Kraft retired its mascot exists. However, one can infer a possible reason.
In 2010, The New York Times ran a piece on how Kraft was pivoting the target demographic of its mac and cheese from children to adults. That was also the same year the last ad with Cheesasaurus Rex aired. So, it’s plausible that advertising executives did not think that adults would for some reason respond to a yellow dinosaur being gunged in cheese with the same enthusiasm as their children.
However, the world has not forgotten Cheesasaurus Rex. In 2020, 60 individuals collaborated to produce an hour-long YouTube video that mixed and remixed the old Cheesasaurus Rex song into a symphony celebrating commercial nostalgia. It’s a wild ride befitting a ’90s and early 21st century icon that has only left us with memories of cheesy fascination.
Kraft Macaroni And Cheese Is Changing Its Name To Feel More Familiar
An American pantry staple is listening to the zeitgeist by pressing backspace on its popular powdered cheesy pasta product.
Kraft Foods is shortening the name of its Kraft Macaroni and Cheese in a new revamp of the product, the brand announced Wednesday. By removing a few letters, the 85-year-old boxed macaroni and cheese product will now henceforth be known simply as “Kraft Mac & Cheese.” Our beloved aroni, we hardly knew ye.
“The change from ‘macaroni and cheese’ to ‘mac & cheese,’ is meant to reflect the way fans organically talk about the brand,” the company wrote in a press release.
In addition to the shortening of the quick-cook pastas name, Kraft Mac & Cheese boxes are unveiling a new brand identity that includes an updated logo, simpler packaging and even a newer noodle smile that will appear on the front of every box. The design it’s replaced included the longer name, a graphic of a loose-leaf sheet of paper ripped out of a notebook stating the lack of artificial flavors, preservatives and dyes, and the tagline, smmmile, its the cheesiest, which admittedly might take a moment to register as a tagline instead of a typo.
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, Victoria Lee, brand manager at Kraft, said in the press release.
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A Tribute To Krafts Cheesasaurus Rex And The Dairy Fairy
Heather Taylor, Advertising Week
Whos ready to get cheesy? Were taking a stroll back through 90s memory lane with some of our favorite Kraft brand mascots: Cheesasaurus Rex and the Dairy Fairy. Theyre the cream of the crop to us lets get to know them better!
In 1991, the animated Cheesasaurus Rex made his debut representing Kraft Macaroni and Cheese. A friendly orange dinosaur, Cheesasaurus Rex was passionate about all things noodle-y and coated in cheese. He originally introduced himself to fans with his own theme song, Ma-acoroni and cheese ma-acoroni and cheese oh, the cheese, it may be phony but that’s real macaroni in the ma-acoroni and cheese!
VIDEO: Cheesasaurus Rex Song
A couple of years later, his tagline would shift to When the cheese starts flowing, Kraft gets your noodle going! Like many mascots of the 1990s, Cheesasaurus Rex was depicted as pretty active despite being extinct. He enjoyed trips to the beach, sporting events, and even performing at his own concerts. In this commercial spot from ad agency J. Walter Thompson Chicago, Cheesasaurus Rex rocks out to screaming fans in Noodletown, records a Cheese Me music video, and even wins a Grammy made out of cheddar!
Where has Cheesasaurus Rex gone since then? He can still be spotted in commercials for Kraft along with a new tagline as he munches on the savory blue box noodles, Cheese me!
Cheesasaurus Rex’s Multiple Arrests And Jail Times
Cheesasaurus Rex has been arrested 382 times and jailed 42 times.
His notable arrests include when he ran over 4 small children at a play park, broke into his ex-wives house with a large saw, tackling a small child to the ground at a Nebraskan Wal-Mart and throwing his newborn child off the Brooklyn Bridge
The pipebomb Cheesasaurus left in Ronald McDonald’s mailbox in hopes he’d die
Notable jail sentences include when he made threats against North Korean leader, Kim Jong Il , murdered his 2nd grade gym teacher , shooting up a Honda car dealership in Kansas City, Missouri and when he assassinated the owner of a Maine McDonalds .
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