Kraft Mac and Cheese Rebranded as Breakfast Food

August 6, 2020

Macaroni and cheese is a beloved dish for many. Even when it’s made with fancy cheeses, pastas and other ingredients, it’s hard to beat the taste of the simple childhood classic.

Now, Kraft is hoping to bring the love of mac and cheese to a different part of the day --- breakfast.

Kraft Heinz announced they will be rebranding their classic product in order to help end the shame of picky eaters who want mac and cheese regardless what time of day it is.

While Kraft is hoping more people think about having macaroni and cheese for breakfast, they aren’t actually changing anything to the recipe to match a more traditional breakfast. Instead, they will be adding the word “breakfast” to boxes in place of dinner, in hopes that more parents think to serve mac and cheese to their kids for breakfast.

To promote their rebranding, Kraft will offer up a limited edition “Breakfast Box,” which includes “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," reported CNN.

The brand also indicated how the coronavirus pandemic has altered people's eating habits.

"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, the outlet noted. "56% of parents have served their kids Mac & Cheese for breakfast more often during Covid-19 related state lockdowns than previous months."

With more people eating at home, macaroni and cheese may soon seem completely normal for breakfast.

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