Kraft Macaroni and Cheese is changing its name after 85 years. The household staple is currently called Kraft Mac and Cheese, which is "meant to reflect the way fans organically talk about the brand," the organization reported Wednesday. Bundling highlighting the new name will hit racks in August. Alongside the abbreviated name, customers will see the container getting an unpretentious makeover that incorporates a revived logo, typography and that's what single tint blue "amplifies the brand's most recognizable asset — the noodle smile." Kraft said the new name and box are essential for a work to rebrand its mac and cheese as "comfort food." That distinction assists it with separating from better items gobbling up rack space. Goodles, for instance, is a Gal Gadot-supported startup that sells boxed macaroni and cheese with additional protein and fiber at a greater cost. Banza and Annie's likewise make comparative items that market themselves as more healthy than Kraft's rendition. Kraft's mac and cheese reasonableness has likewise endured a shot as of late. Many its items got cost climbs lately, remembering a 3.5% increment for a pack of EZ Mac and a 20% cost climb for a 7.25-ounce dish of Kraft Big Bowl Macaroni and Cheese. Solid interest, supply requirements and vulnerability expanded input costs for Kraft, the organization said in a letter to providers, adding that the "up pattern in bundling, transportation, fixings and work costs continues, arriving at levels not found in many years." Those greater expenses prompted the organization's choice to raise costs.