CHICAGO--(BUSINESS WIRE)--You’d think changing the recipe of one of America’s most familiar and beloved foods, not telling anyone when you did it, and then selling over 50 million boxes would cause a stir. But based on what Kraft Mac & Cheese just did, you’d be wrong.
Last April, Kraft Heinz announced it would remove artificial flavors, preservatives and dyes from its iconic Blue Box, and did exactly that in December. The new recipe’s taste, texture and appearance are so similar that virtually no one noticed.
“As we considered changing the ingredients of our classic Blue Box, we did so knowing we had to maintain our iconic look, taste and texture,” says Greg Guidotti, vice president of meals at Kraft Heinz. “We’d invite Americans to try our new recipe, but they most likely already have.”
“It’s changed. But it hasn’t.” is the message of a major integrated marketing campaign launching today. The effort features former Daily Show and Late, Late Show host Craig Kilborn who brings his signature style to unveil the world’s largest “blind taste test.” The results are in: moms, kids and even dogs tried the new recipe without detecting a difference.
Now, Kraft Mac & Cheese is out to thank fans who tried the new recipe and still loved every bite.
The brand will be surprising thousands of consumers with thank you gifts, including free product, celebratory T-shirts and even an oversized macaroni-inspired body pillow. Fans are encouraged to share on Twitter with the hashtag #didntnotice or on the Kraft Mac & Cheese Facebook page.
What’s new in Blue? Kraft Mac & Cheese replaced artificial dyes (yellow 5 and 6) with paprika, annatto and turmeric to maintain its signature color. This change has been listed in the ingredient line for the past few months. There are also no artificial flavors or preservatives in the new recipe. Fans will now see these attributes highlighted more prominently on the front of the box.
To learn more about Kraft Mac & Cheese, visit www.kraftmacandcheese.com or follow the brand on social: Facebook (kraftmacaroniandcheese), Twitter (@kraftmacncheese), and Instagram (@kraft_macandcheese).
About The Kraft Heinz Company
The Kraft Heinz Company (NASDAQ:KHC) is the third-largest food and beverage company in North America and the fifth-largest food and beverage company in the world, with eight $1 billion+ brands. A globally trusted producer of delicious foods, The Kraft Heinz Company provides high quality, great taste and nutrition for all eating occasions whether at home, in restaurants or on the go. The Company’s iconic brands include Kraft, Heinz, ABC, Capri Sun, Classico, Jell-O, Kool-Aid, Lunchables, Maxwell House, Ore-Ida, Oscar Mayer, Philadelphia, Planters, Plasmon, Quero, Weight Watchers Smart Ones and Velveeta. The Kraft Heinz Company is dedicated to the sustainable health of our people, our planet and our Company. For more information, visit www.kraftheinzcompany.com.