Kraft removed all artificial flavors, dyes, and preservatives from their Mac & Cheese and replaced them with paprika, annatto, and turmeric. Kraft didn't tell anyone about the change for several months to prove customers didn't notice the change.

Even Stephen Colbert didn't notice. The Late Show with Stephen Colbert devoted an opening monologue to the public response to Kraft Mac & Cheese's recipe change.

 
 
 

ECD: Adam Chasnow
CD:  Peter Knierim
ACD: Emily Salas
ACD: Tyler Gonerka
AD:  Dan Depew
CW:  Martha Murphy