Let’s face it, kids’ breakfast cereals have had a bad wrap ever since Sam Toucan invented the Fruit Loop.
And now Kraft in the US is not even going to hide from the fact that kids prefer crap at breakfast after its own internal research revealed its salt-ladened packet Macaroni & Cheese was already a breakfast staple for many American kids.
Rather than hide the numbers, the brand’s out and proud about it and has rebranded the coagulated cheesy muck as a legitimate breakfast food.
According to research commissioned by Kraft, some 56 per cent of parents admitted feeding their kids Mac & Cheese for breakfast. The theory being it’s better they ate something than nothing at all.
The brand has replaced the word “dinner” with “breakfast” on its packaging which also includes a placemat for kids to colour, a mug, a magnet and breakfast topping suggestions.
The idea for the switch came from Kraft’s agency VaynerMedia but apparently it’s only for a short time only and includes a promotion which will see Kraft donate 10 boxes to global hunger relief organisation Feed The Children for every #KMCforBreakfast shared on Twitter, up to a million boxes.
Commenting on the initiative, Kraft brand manager Kelsey Cooperstein said: “As a brand loved by the entire family, we’ve learned Kraft Mac & Cheese isn’t just for dinner. A Kraft Mac & Cheese breakfast is a win-win for families at a time when they need all the wins they can get.”
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