It’s not getting a full redesign: The company is just adding the word “breakfast” — instead of dinner — to encourage Americans to start their day with neon orange cheesy noodles.
The company hopes the new “breakfast” label could take away some of the shame that’s associated with parents serving their kids easy-to-make non-breakfast foods in the morning.
“These last few months have not been easy, and the struggle is real for parents with kids who are picky eaters,” the company said in a press release, adding that “56% of parents have served their kids Mac & Cheese for breakfast more often during Covid-19 related state lockdowns than previous months.”
The company launched a giveaway to promote the new look for the noodles. To promote its new campaign, Kraft will give away a limited-edition “Breakfast Box” this week. The boxes will include a mug, “a placemat for kids to color while the mac & cheese is being prepared,” and “a magnet with breakfast topping suggestions, like crumbled sausage, bacon or scrambled eggs,” according to the press release.
So Kraft wants parents to add foods they would normally serve their kids as breakfast foods as toppings to their mac and cheese.