Kraft Macaroni and Cheese is changing its name and image 

Kraft Macaroni and Cheese announced on Wednesday that it is changing its name and image after 85 years of using its iconic blue box. 

The famous food will now be simply called Kraft Mac & Cheese "meant to reflect the way fans organically talk about the brand," the company said in a press release.

The simplifying of logos for the digital experience has largely led to disappointing logos, but this one works for Kraft Mac & Cheese IMO. https://t.co/rSioAnSngI

— Jameson "Not Attending Cannes" Fleming (@JamesonFleming) June 22, 2022

"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," the company added. 

All aspects of the brand’s identity will be updated: the logo, colors, typography, photography, logo, and packaging.

Do you like or dislike the @kraftmacncheese re-branding?

Kraft macraoni & cheese" is now "Kraft mac & cheese" pic.twitter.com/KqGF0dAWPh

— Шарат Чандер 💙💛🇺🇦 #IStandWithUkraine (@Sharat_Chander) June 22, 2022

The makeover comes as Kraft is trying to rebrand its mac & cheese as “comfort food” and differentiate it from healthier similar products on the shelf.

"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," Victoria Lee, Kraft Mac & Cheese brand manager, said.

 "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."

The new look will start appearing across social media platforms this summer. The new packages will be found on shelves beginning in August.