Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

Kraft Mac and Cheese: how to overcome the pitfalls of launching a healthier variant of your product

Feb 6, 2025

Discover the fascinating behavioral science behind the successful launch of a healthier Kraft Mac and Cheese. Learn how the brand overcame the challenge of maintaining taste expectations while reformulating its recipe. Explore innovative packaging strategies designed to catch shoppers' eyes, leveraging the allure of face-like shapes. Dive into the power of subtle marketing tweaks that improve consumer perceptions and engagement. Plus, enjoy nostalgic anecdotes about beloved childhood meals, sparking warmth and connection.

29:28

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Quick takeaways

Kraft successfully launched a healthier version of Mac and Cheese by subtly reformulating its ingredients to avoid negative taste expectations among consumers.

The clever use of face-like shapes in Kraft's packaging design significantly enhances consumer engagement and brand recall in crowded retail environments.

Deep dives

Kraft Foods: A Historical Overview

Kraft Foods began in 1903 and has grown into one of the largest food companies globally. The success of Kraft Macaroni and Cheese is rooted in its economical and fast preparation, especially during the Great Depression and World War II, where it served as a quick meal option for families. As of 2023, it is part of Heinz Kraft, which boasts impressive annual sales of $26.5 billion, and Kraft Macaroni and Cheese remains one of their cornerstone brands, selling a million boxes every day. The brand's journey reflects its adaptability from using preservatives for longer shelf life to responding to modern health trends by reformulating their products to eliminate artificial ingredients.

Intro

6min

Redefining Taste: The Kraft Mac and Cheese Journey

10min

Leveraging Communication and Design for Effective Brand Strategy

5min

The Power of Marginal Gains in Marketing

7min

Nostalgic Culinary Memories and Listener Engagement

2min

In this episode, we look at the behavioral science secrets behind the success of Kraft Mac and Cheese. We focus on two broad areas. First, how they managed to launch a new version of the product (with all the artificial colourings removed) without damaging sales. That’s an impressive achievement, as often if you stress that a product has become healthier it damages taste expectations.

Second, how they have designed their packaging to grab attention in-store. In particular, how they harness the finding that shopper’s attention is drawn to face-like shapes.

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