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Kraft Heinz rebrands KD

Kraft Heinz has undertaken a rebranding of its KD Mac N’ Cheese product line for the first time in ten years. The new branding includes an updated visual style. packaging and logo, as well as new creative focusing on originality, authenticity and the emotional connection consumers have with the product. The new design is intended to better appeal to younger consumers, according to the company. The product will now use the tagline, “Gotta be KD.”

“Today’s societal pressures can make it difficult to find moments to escape the noise and reconnect with your true self, but when Canadians sit down with a bowl of KD, it's like experiencing a deep personal connection with their favorite dish, especially when it's personally customized and prepared just the way they like it,” said Scott Lougheed, associate director of marketing at Kraft Heinz. “As a brand that has always celebrated originality and self-expression, the ‘Gotta be KD’ platform empowers people to embrace their true selves, creatively showcases how KD is the ultimate convenient dish for every occasion and, most of all, encourages fans to feed the real you.”

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