Kraft Mac and Cheese is now a breakfast food, apparently

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More Americans are eating at home as the pandemic spreads to the United States and household habits change. So Kraft Heinz (KHC) announced on Tuesday that it will rename its Kraft Macaroni and Cheese Dinner with its iconic blue box.

This isn’t a complete overhaul: the company is simply adding the word “breakfast” – instead of dinner – to encourage Americans to start their day with neon orange cheesy noodles.

The company hopes the new “breakfast” label might remove some of the shame associated with parents serving their children easy-to-prepare foods without breakfast in the morning.

Americans are eating more at home during the pandemic, and that’s good news for Kraft Heinz. The company’s stock is up 9% this year. Breakfast in particular has been a boon for the prepared food industry – and a struggle for restaurants like Starbucks and McDonald’s, which have invested huge sums of money and resources to lure commuters with coffee and drinks. quick dishes. Fewer people commute and breakfast has become a meal at home again.

“The past few months have not been easy, and the struggle is real for parents with picky eaters,” the company said in a press release, adding that “56% of parents have served their Macs & kids. Cheese for breakfast more often during Covid-19-related state lockdowns than in previous months. “The company launched a giveaway to promote the new look of the noodles. To promote its new campaign, Kraft will be giving away a limited edition “Breakfast Box” this week. Boxes will include a mug, “a placemat to color in while the mac and cheese is being made” and “a magnet with suggestions for breakfast toppings, such as crumbled sausage, bacon or scrambled eggs” , according to the press release.

So Kraft wants parents to add foods that they would normally serve their children as toppings for their mac and cheese.

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