Kraft Macaroni & Cheese is changing its name. Heres why

American multinational food company Kraft Heinz is switching things up with a new name for one of its most popular products, the Kraft Macaroni & Cheese.

The food product is getting a name change after 85 years. It is now known as Kraft Mac & Cheese, in order to “reflect the way fans organically talk about the brand,” the company said on Wednesday, according to a report by CNN. 

The household staple’s new packaging is slated to arrive in stores in the month of August this year. 

The makeover will consist of new typography, logo, and a single hue of blue on the box, that “amplifies the brand’s most recognizable asset — the noodle smile.”

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Kraft stated that the changes aim to rebrand macaroni and cheese as “comfort food.”

The distinction will help the brand stand apart from its competitors, such as Goodles, a startup backed by Hollywood actor Gal Gadot which sells boxes of macaroni and cheese that contain higher amounts of fiber and protein. Companies such as Banza and Annie’s also manufacture similar products and rely on marketing them as more wholesome alternatives.

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The affordability of Kraft’s mac & cheese has also recently taken a hit. Prices of several of its products were hiked in the past few months, including a 3.5% price hike on a unit of EZ Mac and a 20% hike for a Kraft Big Bowl Macaroni and Cheese dish weighing 7.25-ounce.

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Higher demand, constraints in the supply chain, and market challenges contributed to more input costs for the company, Kraft told its suppliers in a letter, adding that the “upward trend in packaging, transportation, ingredients and labor costs persists, reaching levels not seen in decades.” 

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All these factors contributed to the company’s decision to increase the prices of its products.