# Rebranded Prepackaged Pastas Kraft Mac & Cheese is Being Updated with Breakfast Branding By Michael Hemsworth | Published 2020-08-05 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/kraft-mac-cheese2 References: [chewboom](https://www.chewboom.com/2020/08/04/kraft-is-replacing-dinner-with-breakfast-on-iconic-blue-box-of-macaroni-cheese/) & [kraftmacandcheese](https://www.kraftmacandcheese.com) Macaroni and cheese isn't traditionally one of the first things that comes to mind when it comes to breakfast food, but this is something [Kraft Mac & Cheese](https://www.trendhunter.com/trends/kraft-mac-friday) hopes to change with new branding. The brand will be replacing the word 'dinner' on the box with 'breakfast' after an extensive study done with 1,000 parents found than 56% of them had served their kids the meal for breakfast. The brand is celebrating these findings with a campaign to win a Breakfast Box of macaroni and cheese by simply using the hashtags #KMCforBreakfast and #Sweepstakes on Twitter between August 4 and 7, 2020. The Kraft Mac & Cheese branding promotion will also see the brand donating 10 boxes of macaroni and cheese to Feed the Children every time the above-mentioned hashtag is used up to a maximum of one million boxes. Image Credit: Kraft ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 56% | Activity: 77% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Breakfast Meal Expansion:** Opportunity for other prepackaged food brands to explore new breakfast options and rebrand their products targeting breakfast consumption. - **Changing Eating Habits:** Opportunity for food manufacturers and retailers to adapt their products and marketing strategies to cater to changing consumer behaviors, such as serving non-traditional meals like macaroni and cheese for breakfast. - **Social Media Marketing:** Opportunity for brands to leverage social media platforms like Twitter to engage with their consumers and run promotional campaigns to generate brand awareness and encourage user participation. ### Where This Applies - **Prepackaged Food:** Disruptive innovation opportunity for prepackaged food manufacturers to create and promote new breakfast options that challenge traditional meal norms. - **Food Retail:** Opportunity for food retailers to create dedicated sections or promotions for breakfast-related products, capitalizing on the changing consumer preferences for unconventional breakfast choices. - **Marketing and Advertising:** Opportunity for marketing and advertising agencies to develop innovative campaigns that leverage social media platforms to engage with consumers and drive brand awareness for unconventional breakfast products. ## Related on Trend Hunter - [Fusional Breakfast-Inspired Macaroni Pastas](https://www.trendhunter.com/trends/everything-bagel-mac-cheese.md) - [Cheesy Macaroni-Flavored Spreads](https://www.trendhunter.com/trends/kraft-mac-cream-cheese-schmear.md) - [Black Friday Macaroni Deals](https://www.trendhunter.com/trends/kraft-mac-friday.md) - [Pizza-Flavored Macaroni Meals](https://www.trendhunter.com/trends/kraft-mac-cheese-pizza.md) - [Breakfast Condiment Campaigns](https://www.trendhunter.com/trends/breakfast-ketchup.md) - [Familiar Frozen Macaroni Meals](https://www.trendhunter.com/trends/kraft-mac-cheese-deluxe.md) - [Cartoon-Shaped Pastas](https://www.trendhunter.com/trends/spongebob-squarepants-shapes.md) - [Macaroni-Inspired Tonal Dinnerware](https://www.trendhunter.com/trends/kraft-dinnerware.md) - [Mac N' Cheese Seasonings](https://www.trendhunter.com/trends/kraft-mac-cheese4.md)