History
The prerequisite to a shelf-stable packaged macaroni and cheese product was the invention of processed cheese, where emulsifying salts help stabilize the product, giving it a longer life. While living in Chicago, James Lewis Kraft of Fort Erie, Ontario, began to build his cheese business after winning a patent for one such method in 1916.[3]
During the Great Depression, a St. Louis, Missouri, salesman, Grant Leslie[4] of Dundee, Scotland, had the idea to sell macaroni pasta and cheese together as a package, so he began attaching grated cheese to boxes of pasta with a rubber band. The product was first marketed in many U.S. states in 1936, typically for 15 cents a box (“grated cheese and macaroni--dinner for four in nine minutes”).[1] Marketing in Canada began in late 1937.[2] The timing of the product's launch had much to do with its success: during World War II, the rationing of milk and dairy products, increased reliance on meatless meals, and more women working outside the home created a large market for the product, which was considered a hearty meal for families. Its shelf life of ten months was attractive at a time when many Canadian homes did not have refrigerators. Also, consumers could receive, for one food ration stamp, two boxes. The original box was primarily yellow. 50 million boxes were sold during the war.[5] The box's primary colour changed to blue in 1954, later used in an advertising campaign where children were encouraged to ask for "The Blue Box".
Marye Dahnke, Kraft's resident chef, suggested reviving macaroni and cheese after Kraft was facing competition from Miracle Whip.[6]
A version with spiral-shaped noodles debuted in 1975, while Velveeta Shells & Cheese were introduced in 1984.[5] A single-serving variation requiring only water for preparation was introduced as Easy Mac in 1999.[7] In 2006, the cheddar and white cheddar versions switched to organic macaroni, while Easy Mac Cups were introduced the same year. In 2007, the noodles switched to 50 percent whole grain.[5]
Macaroni & Cheese Crackers also debuted in 2007. The crackers were discontinued in 2008, as they did not meet company targets. A sub-line, Homestyle Deluxe, was added in 2010 in three flavours: cheddar, four-cheese sauce, and Old World Italian.[5]
Kraft Macaroni and Cheese sold in the United States used to include Yellow 5 and Yellow 6 to make the food a brighter colour.[8][9][10] In Europe, food that contains Yellow 5 requires a warning label saying "This product may have adverse effect on activity and attention in children."[11][12][13] In 2014, none of the European varieties were made with artificial dyes.
In November 2013, Kraft announced that new pasta shape varieties for children in the U.S. would no longer include Yellow 5 and Yellow 6, the sodium and saturated fat content would decrease, and there would be six more grams of whole grains.
In April 2015, it was announced that those changes, including the elimination of artificial preservatives, would be extended throughout the line after January 2016. Paprika, annatto, and turmeric are used for colouring.[14] According to Kraft, the changes were a response to consumer feedback.[15]
In 2018, Kraft-Heinz introduced the KD Shaker, which was a plastic bottle of Kraft Mac and Cheese Dinner's powdered cheese, allowing one to use the cheese powder as they wish, without needing to worry about unused pasta. The product is similar to shelf-stable Parmesan cheese powder bottle cans.[16][17]
