While most items produced by Kraft Heinz can’t really be considered ‘food’ (Velveeta cheese, anyone?), the mega-company is, at least, taking small – yet beneficial – steps to improve its products.
According to a recent announcement, Kraft actually ditched artificial dyes from its popular Macaroni & Cheese product in December 2015! The kicker, though, is that no one noticed. Instead of using artificial dyes (which are suspected neurotoxins), the product is now colored with the natural spices paprika, annatto, and turmeric.
The most astonishing factor is that the food manufacturer didn’t make a big deal out of the transition, as most big food companies would. According to The New York Times, this was done because Kraft was concerned people would perceive a change in flavor that wasn’t really there if it made too big a deal about the different formula as soon as people started using it.
As a result, the change was very ‘hush hush’. However, it didn’t hurt sales any. As a matter of fact, the company has sold over 50 million Mac and Cheese boxes since December.
In a new commercial revealing the switch, Craig Kilborn says:
“Moms didn’t notice. Kids didn’t notice. Dogs didn’t notice. None of them noticed a thing because this Kraft Mac & Cheese still tastes like Kraft Mac & Cheese. It’s changed but it hasn’t.”
NYDaily reports that Kraft announced the change last April, saying that the bright blue box would no longer contain the bright artificial colors in the little foil packed holding the cheese substance.
Few consumers noticed, though, when paprika, annatto – an orangey-red natural food color made from the seeds of the achiote tree – and turmeric were exchanged for the artificial dyes.
Said Greg Guidotti, a Kraft Heinz executive:
“As we considered changing the ingredients of our classic Blue Box, we did so knowing we had to maintain our iconic look, taste and texture. We’d invite Americans to try our new recipe, but they most likely already have.”
All in all, the ploy ended up being a brilliant marketing scheme for the company. In addition, consumers are now less likely to be wary of trying other natural food brands which use natural colorings, such as turmeric and paprika, in their products.
Win-Win. What are your thoughts? Please comment below and share this news!
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