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KMC – Didn't Notice

In the fall of 2015, without asking focus groups for permission, Kraft removed all artificial flavors, dyes, and preservatives from their Mac & Cheese and replaced those ingredients with paprika, annatto, and turmeric.

They didn't tell anyone about the change for several months and customers didn't notice.


Even Stephen Colbert didn't notice. The Late Show with Stephen Colbert devoted an opening monologue to Kraft's announcement of the recipe change. We had absolutely nothing to do with this but I think it's pretty cool when a shelf-stable food product is a part of pop culture.


Copywriter: Martha Murphy