(WPRI) — Kraft Macaroni and Cheese has a brand new name and look.
After more than eight decades, the iconic blue boxes and bowls will now read “Kraft Mac & Cheese.”
The name change, according to KraftHeinz, is “meant to reflect the way fans organically talk about the brand.”
The company also unveiled a new logo, which features a noodle smile.
“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,” Kraft Mac & Cheese Brand Manager Victoria Lee 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.”