New Identity for KD by Rethink

Introduced in 1937, originally as Kraft Dinner and officially shortened in 2015 to reflect how most consumers in Canada called it, KD is a nonperishable, packaged dry macaroni and cheese product owned by The Kraft Heinz Company. Globally, the product sells over one million boxes every day and its success and popularity goes way back, having sold more than 50 million boxes over the course of the Great Depression and World War II, given its affordability and long shelf life. In the United States the product is known as Kraft Mac & Cheese and, while popular here, it never quite achieved the same popularity as it did in Canada, where it has achieved an iconic status as a staple of Canadian life where, legend has it, they consume 55% more boxes per capita than Americans and reportedly purch