Artificial flavors, preservatives and dyes are gone…and fans
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.