Kraft just pulled a sneaky move on millions of people who recently purchased their mac & cheese, and surprisingly, nobody was mad about it!
The brand underwent a recipe change that eliminated all artificial flavors, preservatives, and dyes, and quietly released their new and improved product last December. Since then, more than 50 million blue boxes have been sold, and virtually no one who purchased the item could detect the modification.
Kraft began by replacing artificial dyes, including yellow 5 and yellow 6, with natural spices like paprika, annatto, and turmeric. The brand also reduced the amount of saturated fat in its “Shapes” boxes and has taken steps to include more whole grains in its pasta.
While the brand first announced last spring that it would be making changes, they were so confident that customers wouldn’t be able to tell the difference, they chose to release the new boxes unannounced.
“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,” said Greg Guidotti, Vice President of Meals at Kraft Heinz. “We’d invite Americans to try our new recipe, but they most likely already have.”
Kraft just launched a major marketing campaign in conjunction with their upgraded mac & cheese, featuring former Daily Show and Late Late Show host Craig Kilborn leading the world’s largest blind taste test. Moms, kids, and even dogs tried the new recipe without detecting a difference.
According to their press release, Kraft is thanking fans who welcomed the new change by giving out free swag that includes celebratory t-shirts, and even an oversized macaroni-inspired body pillow. To enter, simply use the hashtag #didntnotice on Twitter or on Kraft’s Facebook page.