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Clean Food is In

After three years in the making, Kraft Mac & Cheese has created a cleaner version of their famous Mac & Cheese recipe, and no one even knew about it. The campaign focused on a “stealth health” strategy where it did not reveal the difference in ingredients on the front of the box until after enough of their key customers had tried it. This strategy was extremely important because with Kraft Mac & Cheese’s customers, they typically do not care about eating clean, but grocery s28363tores and other consumers are switching their values for food.

Kraft wanted customers to try the Mac & Cheese first, and realize there is nothing different about the taste before revealing their change in recipe.

The “stealth health” strategy is one that I have never heard before. It is very interesting to see how health trends are changing and how companies need to keep up and change to stay afloat.

These days, customers want transparency when it comes to their food purchases forcing companies to change their packaging and core ingredients. In my opinion, this is a step in the right direction for America’s health issues and dietary issues. Companies have been hiding their unhealthy ingredients for far too long.

This also allows for PR and Communications Professionals to get creative with their campaigns and think outside of the box.


Article source: http://www.prweek.com/article/1388146/food-brands-ingredients-story

Image source:  http://www.mobilemarketer.com/cms/news/social-networks/22403.html



5 comments on “Clean Food is In

  1. hcimon
    April 19, 2016

    As a lover of mac and cheese I would have to agree! This opens up plenty of opportunities for not only Kraft but for all other food companies. It can create some competition between other mac and cheese brands or any brands that produce these quick no prep meals.


  2. kaylafavaloro
    April 19, 2016

    I have never head of stealth health before! I think this is only going to help Kraft’s mac and cheese. If there is not a change in the taste, then they will keep their current customers and maybe even drive more health conscious eaters to try it. Healthy food has become a trend in America lately and I believe that changes in these unhealthy products


  3. samschafferblog
    April 20, 2016

    I love Kraft Mac and Cheese! I make it probably once a week, so this is huge to hear! They “bamboozled” us, by delaying the announcement of the ingredient change because it really was true; I couldn’t taste the difference. Businesses now a days know that Moms are very particular about ingredient lists on foods they feed their kids, so this will definitely influence more Moms to buy and put their trust in Kraft because of their willingness to improve based on customer interests. Well Done Kraft! If people weren’t praising them before, they are now!


  4. Alex Angelos
    April 23, 2016

    It is interesting to me that people who are they key customers for Kraft Mac & Cheese would almost not want to eat the new and improved mac & cheese because it is actually healthier for you. Having to almost keep their new nutrition facts a secret from the public until they realized it didn’t taste any different really got me thinking.

    It makes sense that people who are the key publics for their brand do not care much for health facts, but usually people are wanting the healthier options of their favorite food and to some this new and improved mac & cheese would be a dream come true. Especially in our world today, health is more important than ever; and giving these nutritional benefits in all food will definitely help American’s overall health.


  5. cpclemensblog
    April 27, 2016

    I don’t really care for mac and cheese probably because I made it so much my freshman year. It is nice to see a large brand try and change its practices to meet the new standards of food safety and health. Mac and Cheese is a very popular item for children and I think more industry related companies should make efforts to increase “clean” eating and decrease the health current health trends.


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This entry was posted on April 19, 2016 by in Uncategorized.

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