Is Kraft Mac 'N' Cheese A Breakfast Food, Now?

As more and more Americans are eating at home during the COVID-19 outbreak, household routines are being shuffled—and that includes the way breakfast is served.

According to Kraft Heinz as of Tuesday, the company will be rebranding its Kraft Macaroni and Cheese Dinner to be served as a breakfast food. Yes, you read that correctly. Kraft wants U.S. citizens to start their day the healthy way... with a box of neon orange noodles and cheese.

The word "breakfast" will be replacing "dinner" on the iconic blue box. Kraft hopes that the new label might help encourage parents to serve their kids easily prepared foods that aren't necessarily quantified as "breakfast."

"These last few months have not been easy, and the struggle is real for parents with kids who are picky eaters," the company stated in a press release. They added that "56% of parents have served their kids Mac & Cheese for breakfast more often during Covid-19 related state lockdowns than previous months."

To promote the campaign, Kraft will be giving away a limited-edition "Breakfast Box," including a mug; a placemat for coloring while the food is being prepared; and a magnet with breakfast topping suggestions, such as "crumbled sausage, bacon, and scrambled eggs."

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