Kraft’s Mac & Cheese Debuts Reinvented Blue Box

Calling it the world’s largest blind taste test, the brand changed the product’s recipe in 2015 and sold 50 million boxes

Kraft Heinz has launched a Mac & Cheese exercise to surprise thousands of consumers with thank you gifts, including free product, t-shirts, and an over-sized macaroni-inspired body pillow. Fans are being driven to join in on the conversation across Twitter and Facebook using the hashtag #didntnotice.

Last year in April, the company announced that it would remove artificial flavours, 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 according to the brand, no one noticed.

Two artificial dyes (Yellow 5 and 6) have been replaced with paprika, annatto, and turmeric to maintain its signature colour. The tweak has been listed in the ingredient line for the past few months. Meanwhile, artificial flavouring has also been removed with the attributes highlighted prominently on the packaging.

The initiative is running on the tagline: It’s Changed. But it Hasn’t. The message supports the major marketing campaign launching on 7 March 2016, and features former Daily Show and Late, Late Show host, Craig Kilborn, who brings his notable style to unveil the largest ‘blind taste test’.

The results are in, and mothers, children, and even dogs have tried the new recipe without detecting a difference. Now, Kraft Mac & Cheese is out to thank fans who sample the revised offering and still loved every bite. More information is available on the Blue Box via an official website and online.

“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. We’d invite Americans to try our new recipe, but they most likely already have,” said Greg Guidotti, Vice President of Meals at Kraft Heinz.