Kraft mac and cheese . has been renamed

(CNN) – Macaroni and Cheese (Macaroni and Cheese) from Kraft They will change their name after 85 years. The company announced Wednesday that the product will now be called Kraft Mac & Cheese, which is “intended to reflect the way fans usually talk about the brand.” Packages bearing the new name will hit shelves in August.

Along with the acronym, shoppers will note that the box will get a subtle makeover that includes an updated, typefaced logo and a unique blue color scheme that “amplifies the brand’s most unique asset: the pasta smile.”

Kraft said the new name and new box are part of an effort to redefine macaroni and cheese as “comfort food.” This distinction helps you stand out from other healthy products that take up shelf space.

Good thingsFor example, a startup backed by Gal Gadot sells packaged mac and cheese with more protein and fiber for a higher price. Banza and Annie also make similar products that are marketed as a healthier version of Kraft.

The price of Kraft macaroni and cheese has also been affected recently. Dozens of its products have seen price increases in recent months, including a 3.5% increase in a package of EZ Mac and a 20% increase in the price of a 7.25-ounce plate of Kraft Big Bowl Macaroni and Cheese.

In a letter to suppliers, the company said that strong demand, supply constraints and uncertainty have increased input costs for Kraft, adding that “the upward trend in packaging, transportation, components and labor is continuing, reaching levels not seen in decades. These higher costs have resulted in The company decides to raise prices.

Kraft Heinz shares are up 1% over the year.