Instead of a sheet of lined notebook paper indicating all of the good stuff (no artificial flavors, preservatives, or dyes), consumers will now find it along the top of the box in a more subdued presentation. Gone are the noodles at the top of the box, and so is the “smmmmile, it’s the cheesiest” tagline. JKR also managed to make the overall packaging suite less busy. The lipped edge and blue gradient background get swapped out for a button-like shape that's slightly concave in the center, while the Kraft branding gets reduced slightly. “Dinner” is removed from the logo (because apparently, it's also for breakfast now), and a new noodle smile features a single drop of cheese sauce coming off from the bottom, reinforcing one of the critical features of the dish. The logo also undergoes a significant change, using the new typeface and name and dropping the yellow gradient for flat white.

Dubbed Blue Box Sans, the type from font foundry F37 found inspiration in the rounded shapes of macaroni. Secondly, the brand opted for a new typeface, as that's kind of JKR's thing. Kraft went from the formal “Macaroni & Cheese” to the more colloquial “Mac & Cheese” because, well, how many of us are really committing to four syllables in 'macaroni?' After all, this is peak comfort food. The first significant change, however, was to the name. But it also maintains a contemporary look that will appeal to younger generations of boxed Mac & Cheese lovers. Suffice it to say, that’s enough time to build generations of fans that fondly recall Mac & Cheese meals.īut the longtime noodle giant, long known as a workhorse for parents with picky eaters everywhere, decided it was time for a significant refresh of the brand, and they turned to the talented folks at JKR for a new identity that retains enough familiarity to resonate with longtime fans.

For 84 years, Kraft has offered its cheesy noodle pantry staple Macaroni & Cheese.

Kraft mac and cheese noodles