|Kraft Very Quietly Changed Its Mac & Cheese Recipe Months Ago — and Nobody Noticed
By: Business Insider
Kraft Heinz announced last April that it planned to remove synthetic coloring and preservatives from the recipe of its popular macaroni and cheese.
But there was some backlash from consumers who wanted the recipe to be left alone.
Because of this, the newly merged Kraft Heinz company decided it would make the changes without making a big deal about it, opting against an ad campaign or promoting the new ingredients on the front of the box. It made the switch in December. Since then it has sold more than 50 million boxes.
It looks as if nobody even noticed the difference.
In the new recipe, artificial dyes including "yellow 5" and "yellow 6" were replaced with paprika, annatto, and turmeric. Artificial preservatives were also removed.
The experiment has become the focus of Kraft Heinz's new ad campaign, created by the ad agency Crispin Porter & Bogusky. It launches Monday and presents the message: "It's changed. But it hasn't."
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