Kraft Dinner
Encyclopedia
Kraft Dinner, known as Kraft Macaroni and Cheese in the United States and Macaroni Cheese in the United Kingdom, is a macaroni and cheese
convenience food
that requires minimal preparation by the consumer. The original product, a packaged dry macaroni and cheese mix, was introduced in 1937 by the company now known as Kraft Foods
. It is now available in several other formulations.
, rationing of milk
and dairy products, and an increased reliance on meatless entrees, created a nearly captive market
for the product, which was considered a hearty meal for families.
Kraft Dinner is seen as inexpensive, easy to make comfort food
, with marketing to highlight its value and convenience.
New product lines using different flavors and pasta
shapes and increases to shelf life
were introduced over the decades.
Kraft Macaroni and Cheese Dinner is also available in several varieties:
Spiral noodles
Kraft has also introduced a brand of Kraft Macaroni and Cheese flavored macaroni and cheese crackers, as well as a line of microwaveable Kraft Macaroni and Cheese Dinner snack cups, in flavors like 'Original', 'Spicy Szechwan', 'Wild White Cheddar', 'Ultimate Alfredo' and 'Extreme Pizza'.
Kraft Dinner Smart originally launched in Canada in March 2010 with two vegetable varieties. In June 2011, the line-up was re-launched with new packaging graphics and two new varieties (Flax Omega-3 and High Fibre).
The product is made with real Kraft cheddar and is manufactured in Mt. Royal, Quebec.
The platform re-launch was supported by a “Picky Eaters” advertising campaign, led by the TV spot entitled “The Negotiator”. The spot was based on insights derived from a national picky eating survey conducted by Vision Critical which found that :
and other countries. In several markets it goes by different names; in the United Kingdom
it is marketed as Cheesey Pasta, while in Canada
it retains its original name with the nickname KD.
The product is also heavily promoted toward children in the United States on television with the promotional name Kraft Cheese & Macaroni. When advertising to younger children, the television advertisement encourages the children to ask for "The Blue Box
." In 2010 Kraft launched a $50 million multi-media marketing campaign with a nostalgia theme aimed at adults to promote all varieties of Kraft dinner.
There are regular promotional tie-in versions of the Kraft Dinner, aimed at kids. Packages have come with pasta in the shapes of various characters popular with children, such as Super Mario Brothers, Pokémon
, the Rugrats
, The Flintstones
, Scooby-Doo
, Toy Story
, Blue's Clues
, SpongeBob SquarePants
, and the Fairly OddParents
.
Kraft Foods has also released many products under the product banner. These include other versions of macaroni and cheese with different shaped pasta and different flavors, but it has also included completely different dishes, such as spaghetti
in several different flavors.
firm Hunter Public Relations, which has represented Kraft for 18 years as of 2011, acted on behalf of Kraft. In its last act of 2009 the Irving, Texas
city council made Kraft Macaroni and Cheese the official sponsor of the demolition. Kraft paid $75,000 to local charities and donated 75,000 in Kraft products. A national essay contest directed at children who "have made a difference in their community" was held with the winner allowed to push the button initiating the controlled demolition
. The winning essayist was 11 year old Casey Rogers of Terrell, Texas
, founder of a charity serving the homeless.
has written that "Kraft Dinner revolves in that all-but-unobtainable orbit of the Tim Hortons doughnut and the A&W Teen Burger. It is one of that great trinity of quick digestibles that have been enrolled as genuine Canadian cultural icons." Of the 7 million boxes of Kraft Dinner sold globally each week, Canadians purchased some 1.7 million of them. Douglas Coupland
has written that "cheese plays a weirdly large dietary role in the lives of Canadians, who have a more intimate and intense relationship with Kraft food products than the citizens of any other country. This is not a shameless product plug -- for some reason, Canadians and Kraft products have bonded the way Australians have bonded with Marmite
, or the English with Heinz baked beans. In particular, Kraft macaroni and cheese, known simply as Kraft Dinner, is the biggie, probably because it so precisely laser-targets the favoured Canadian food groups: fat, sugar, starch and salt"
Former Prime Minister Paul Martin
regularly referred to it as his favourite food, though also confessed that he was unable to prepare it. During the same election current Prime Minister Stephen Harper
rebutted that "I'll never be able to give my kids a billion-dollar company, but Laureen and I are saving for their education. And I have actually cooked them Kraft Dinner — I like to add wieners."
Macaroni and cheese
Macaroni and cheese, also known as "mac and cheese", "macaroni cheese" in British English, or "macaroni pie" in Caribbean English, is a casserole consisting of cooked macaroni and cheese sauce...
convenience food
Convenience food
Convenience food, or tertiary processed food, is commercially prepared food designed for ease of consumption. Products designated as convenience foods are often prepared food stuffs that can be sold as hot, ready-to-eat dishes; as room-temperature, shelf-stable products; or as refrigerated or...
that requires minimal preparation by the consumer. The original product, a packaged dry macaroni and cheese mix, was introduced in 1937 by the company now known as Kraft Foods
Kraft Foods
Kraft Foods Inc. is an American confectionery, food and beverage conglomerate. It markets many brands in more than 170 countries. 12 of its brands annually earn more than $1 billion worldwide: Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oscar Mayer, Philadelphia, Trident, Tang...
. It is now available in several other formulations.
History
In 1937, Kraft introduced the product in the U.S. and Canada. The timing of the product's launch had much to do with its success. During World War IIWorld War II
World War II, or the Second World War , was a global conflict lasting from 1939 to 1945, involving most of the world's nations—including all of the great powers—eventually forming two opposing military alliances: the Allies and the Axis...
, rationing of milk
Milk
Milk is a white liquid produced by the mammary glands of mammals. It is the primary source of nutrition for young mammals before they are able to digest other types of food. Early-lactation milk contains colostrum, which carries the mother's antibodies to the baby and can reduce the risk of many...
and dairy products, and an increased reliance on meatless entrees, created a nearly captive market
Captive market
Captive markets are markets where the potential consumers face a severely limited amount of competitive suppliers; their only choices are to purchase what is available or to make no purchase at all. Captive markets result in higher prices and less diversity for consumers...
for the product, which was considered a hearty meal for families.
Kraft Dinner is seen as inexpensive, easy to make comfort food
Comfort food
Comfort food is food prepared traditionally that may have a nostalgic or sentimental appeal. Comfort foods may be foods that have a nostalgic element either to an individual or a specific culture...
, with marketing to highlight its value and convenience.
New product lines using different flavors and pasta
Pasta
Pasta is a staple food of traditional Italian cuisine, now of worldwide renown. It takes the form of unleavened dough, made in Italy, mostly of durum wheat , water and sometimes eggs. Pasta comes in a variety of different shapes that serve for both decoration and to act as a carrier for the...
shapes and increases to shelf life
Shelf life
Shelf life is the length of time that food, drink, medicine, chemicals, and many other perishable items are given before they are considered unsuitable for sale, use, or consumption...
were introduced over the decades.
Variations
The product now comes in several compositions:- The original recipe of dry macaroniMacaroniMacaroni is a variety of moderately extended, machine-made, dry pasta made with durum wheat. Macaroni noodles do not contain eggs, and are normally cut in short, hollow shapes; however, the term refers not to the shape of the pasta, but to the kind of dough from which the noodle is made...
pasta and powdered processed cheese. - The Deluxe form, with the powdered processed cheeseProcessed cheeseProcessed cheese, process cheese, cheese slice, prepared cheese, cheese singles or cheese food is a food product made from normal cheese and sometimes other unfermented dairy ingredients, plus emulsifiers, extra salt, food colorings, or whey...
replaced with a prepared processed cheese spread that comes in a foil pouch (cheese sauce formerly came in a can). This allows the cheese to be applied directly to the cooked pasta without additional preparation or ingredients. - Kraft Easy Mac, which makes single servings portions. This formulation is the only consumer version intended solely for preparation in a microwave ovenMicrowave ovenA microwave oven is a kitchen appliance that heats food by dielectric heating, using microwave radiation to heat polarized molecules within the food...
. - A commercial version is manufactured for restaurant distribution that is a frozen, fully prepared product which is designed to be heated in a microwave. The product can be found at Burger KingBurger KingBurger King, often abbreviated as BK, is a global chain of hamburger fast food restaurants headquartered in unincorporated Miami-Dade County, Florida, United States. The company began in 1953 as Insta-Burger King, a Jacksonville, Florida-based restaurant chain...
and Applebee'sApplebee'sApplebee’s International, Inc., is an American company which develops, franchises, and operates the Applebee's Neighborhood Grill and Bar restaurant chain. As of September 2011, there were 2,010 restaurants operating system-wide in the United States, one U.S. territory and 14 other countries...
restaurants.
- Original
- Sharp cheddar
- Four cheese
- Thick 'n Creamy
- White cheddar
- Whole wheat noodles
Spiral noodles
- Three cheese (with conchiglieConchiglieConchiglie, commonly known as "shells" or "seashells" is a type of pasta. It is usually sold in the plain durum wheat variety, and also in colored varieties which utilize natural pigments, such as tomato extract, squid ink or spinach extract. The shell shape of the pasta is good at catching the...
) - Alfredo (with fettucini)
- Spaghetti & Cheese
Kraft has also introduced a brand of Kraft Macaroni and Cheese flavored macaroni and cheese crackers, as well as a line of microwaveable Kraft Macaroni and Cheese Dinner snack cups, in flavors like 'Original', 'Spicy Szechwan', 'Wild White Cheddar', 'Ultimate Alfredo' and 'Extreme Pizza'.
Kraft Dinner Smart
Kraft Dinner Smart (also known as KD Smart) is a sub-brand of the Kraft Dinner brand. It represents a line of Kraft Dinner macaroni & cheese products that contain no artificial flavours, colours or preservatives and have added ingredients like cauliflower, oats or flax seed blended into the noodles. It comes in 4 varieties :- Vegetables Original (150 g): ½ serving of veggies (cauliflower) per 50g (¾ cup prepared)
- Vegetables Three Cheese (150 g): ½ serving of veggies (cauliflower) per 50g (¾ cup prepared)
- High Fibre Original (200 g): high source of fibre
- Flax Omega-3 Original (200 g): source of omega-3 polyunsaturates
Kraft Dinner Smart originally launched in Canada in March 2010 with two vegetable varieties. In June 2011, the line-up was re-launched with new packaging graphics and two new varieties (Flax Omega-3 and High Fibre).
The product is made with real Kraft cheddar and is manufactured in Mt. Royal, Quebec.
The platform re-launch was supported by a “Picky Eaters” advertising campaign, led by the TV spot entitled “The Negotiator”. The spot was based on insights derived from a national picky eating survey conducted by Vision Critical which found that :
- 56 per cent of Canadians have at least one child who is or who used to be a picky eater
- 85 per cent believe that having a picky eater makes mealtime feel more stressful.
- 84 per cent believe that having a picky eater makes mealtime a longer, more difficult process
- 80 per cent believe that having one picky eater affects siblings or other family members at mealtime
Marketing
The product was originally marketed as Kraft Dinner with the slogan "a meal for four in nine minutes for an everyday price of 19 cents." It was renamed to Kraft Macaroni & Cheese in the United StatesUnited States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
and other countries. In several markets it goes by different names; in the United Kingdom
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
it is marketed as Cheesey Pasta, while in Canada
Canada
Canada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...
it retains its original name with the nickname KD.
The product is also heavily promoted toward children in the United States on television with the promotional name Kraft Cheese & Macaroni. When advertising to younger children, the television advertisement encourages the children to ask for "The Blue Box
Colour trademark
A colour trademark is a non-conventional trademark where at least one colour is used to perform the trademark function of uniquely identifying the commercial origin of products or services....
." In 2010 Kraft launched a $50 million multi-media marketing campaign with a nostalgia theme aimed at adults to promote all varieties of Kraft dinner.
There are regular promotional tie-in versions of the Kraft Dinner, aimed at kids. Packages have come with pasta in the shapes of various characters popular with children, such as Super Mario Brothers, Pokémon
Pokémon
is a media franchise published and owned by the video game company Nintendo and created by Satoshi Tajiri in 1996. Originally released as a pair of interlinkable Game Boy role-playing video games developed by Game Freak, Pokémon has since become the second most successful and lucrative video...
, the Rugrats
Rugrats
Rugrats is an American animated television series created by Arlene Klasky, Gábor Csupó, and Paul Germain for Nickelodeon. The series premiered on August 11, 1991, and aired its last episode on June 8, 2004....
, The Flintstones
The Flintstones
The Flintstones is an animated, prime-time American television sitcom that screened from September 30, 1960 to April 1, 1966, on ABC. Produced by Hanna-Barbera Productions, The Flintstones was about a working class Stone Age man's life with his family and his next-door neighbor and best friend. It...
, Scooby-Doo
Scooby-Doo
Scooby-Doo is an American media franchise based around several animated television series and related works produced from 1969 to the present day. The original series, Scooby-Doo, Where Are You!, was created for Hanna-Barbera Productions by writers Joe Ruby and Ken Spears in 1969...
, Toy Story
Toy Story
Toy Story is a 1995 American computer-animated film released by Walt Disney Pictures. It is Pixar's first feature film as well as the first ever feature film to be made entirely with CGI. The film was directed by John Lasseter and featuring the voices of Tom Hanks and Tim Allen...
, Blue's Clues
Blue's Clues
Blue's Clues is an American children's television show airing on the Nickelodeon family of channels. The show premiered on September 8, 1996 and airs on Nick Jr. and other channels, although production of new episodes ceased by 2006. Versions of the show have been produced in other countries,...
, SpongeBob SquarePants
SpongeBob SquarePants
SpongeBob SquarePants is an American animated television series, created by marine biologist and animator Stephen Hillenburg. Much of the series centers on the exploits and adventures of the title character and his various friends in the underwater city of "Bikini Bottom"...
, and the Fairly OddParents
The Fairly OddParents
The Fairly OddParents is an American-Canadian animated television series created by Butch Hartman about the adventures of Timmy Turner, who is granted fairy godparents named Cosmo and Wanda. The series started out as cartoon segments that ran from September 4, 1998 to March 23, 2001 on Oh Yeah!...
.
Kraft Foods has also released many products under the product banner. These include other versions of macaroni and cheese with different shaped pasta and different flavors, but it has also included completely different dishes, such as spaghetti
Spaghetti
Spaghetti is a long, thin, cylindrical pasta of Italian origin. Spaghetti is made of semolina or flour and water. Italian dried spaghetti is made from durum wheat semolina, but outside of Italy it may be made with other kinds of flour...
in several different flavors.
Cheddar Explosion
In promotion of the introduction of its "Cheddar Explosion" variety of Kraft Dinner Kraft sponsored the demolition of Texas Stadium April 11, 2010. The New York-based public relationsPublic relations
Public relations is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc....
firm Hunter Public Relations, which has represented Kraft for 18 years as of 2011, acted on behalf of Kraft. In its last act of 2009 the Irving, Texas
Irving, Texas
Irving is a city located in the U.S. state of Texas within Dallas County. According to the 2010 U.S. Census, the city population was 216,290. Irving is within the Dallas–Plano–Irving metropolitan division of the Dallas–Fort Worth–Arlington metropolitan area, designated...
city council made Kraft Macaroni and Cheese the official sponsor of the demolition. Kraft paid $75,000 to local charities and donated 75,000 in Kraft products. A national essay contest directed at children who "have made a difference in their community" was held with the winner allowed to push the button initiating the controlled demolition
Demolition
Demolition is the tearing-down of buildings and other structures, the opposite of construction. Demolition contrasts with deconstruction, which involves taking a building apart while carefully preserving valuable elements for re-use....
. The winning essayist was 11 year old Casey Rogers of Terrell, Texas
Terrell, Texas
Terrell is a city in Kaufman County, Texas, United States, and a southeastern suburb of Dallas. As of the 2000 census, the city population was 13,606...
, founder of a charity serving the homeless.
Canadian culture
In Canada, Kraft Dinner has iconic status and is associated with young adults, in that it is an easy and inexpensive food for young people living away from home for the first time. It is often simply referred to by its initials K.D. One author noted that "in Canada it's the number-one-selling grocery item and an object of worship on par with hockey." Pundit Rex MurphyRex Murphy
Rex Murphy is a Canadian commentator and author, primarily on Canadian political and social matters.Murphy was born in Carbonear, Newfoundland, 105 kilometres west of St. John's and is the second of five children of Harry and Marie Murphy...
has written that "Kraft Dinner revolves in that all-but-unobtainable orbit of the Tim Hortons doughnut and the A&W Teen Burger. It is one of that great trinity of quick digestibles that have been enrolled as genuine Canadian cultural icons." Of the 7 million boxes of Kraft Dinner sold globally each week, Canadians purchased some 1.7 million of them. Douglas Coupland
Douglas Coupland
Douglas Coupland is a Canadian novelist. His fiction is complemented by recognized works in design and visual art arising from his early formal training. His first novel, the 1991 international bestseller Generation X: Tales for an Accelerated Culture, popularized terms such as McJob and...
has written that "cheese plays a weirdly large dietary role in the lives of Canadians, who have a more intimate and intense relationship with Kraft food products than the citizens of any other country. This is not a shameless product plug -- for some reason, Canadians and Kraft products have bonded the way Australians have bonded with Marmite
Marmite
Marmite is the name given to two similar food spreads: the original British version, first produced in the United Kingdom and later South Africa, and a version produced in New Zealand...
, or the English with Heinz baked beans. In particular, Kraft macaroni and cheese, known simply as Kraft Dinner, is the biggie, probably because it so precisely laser-targets the favoured Canadian food groups: fat, sugar, starch and salt"
Former Prime Minister Paul Martin
Paul Martin
Paul Edgar Philippe Martin, PC , also known as Paul Martin, Jr. is a Canadian politician who was the 21st Prime Minister of Canada, as well as leader of the Liberal Party of Canada....
regularly referred to it as his favourite food, though also confessed that he was unable to prepare it. During the same election current Prime Minister Stephen Harper
Stephen Harper
Stephen Joseph Harper is the 22nd and current Prime Minister of Canada and leader of the Conservative Party. Harper became prime minister when his party formed a minority government after the 2006 federal election...
rebutted that "I'll never be able to give my kids a billion-dollar company, but Laureen and I are saving for their education. And I have actually cooked them Kraft Dinner — I like to add wieners."
External links
- Kraft Macaroni and Cheese Dinner Promotional site
- Kraft Macaroni and Cheese Dinner Kids' page
- Kraft Macaroni and Cheese Dinner at Kraft's official site
- KraftCanada Kraft Dinner
- Guide to Macaroni and Cheese Spread of ratings for all 130 products in Macaroni and Cheese evaluated by GoodGuideGoodGuideGoodGuide.Com is an online web and iPhone app tool created by Dara O'Rourke which enables consumers to retrieve evaluations of the health, environmental, and social impacts of consumer products such as toys, food, and detergents...
. - Kraft Chinese Cooking - Kraft Canada
Multimedia
- CBC Television Archives Talking about Kraft Dinner (Canadian context) 1997