Kraft Heinz says it has secretly and successfully introduced a reformulated recipe for its iconic mac & cheese, and consumers haven't noticed the difference. The first boxes of the new recipe hit shelves in December. The changes were not an attempt to mess with the flavor, but to remove artificial and processed ingredients.
The new formula replaced artificial dyes with ingredients like paprika and turmeric to maintain the bright yellow color that the boxed pasta is known for. This of course means that it was previously bright yellow because of a special combination of food coloring.
Kraft announced their ninja maneuver in a commercial with Craig Kilborn:
At press time, it appears their hashtag resulted in a whopping 10 tweets, most of which were tweeted by paid food and lifestyle bloggers:
In addition to not noticing that Kraft Mac & Cheese changed their recipe, most consumers probably didn't know that Kraft merged with Heinz (no word yet on whether they'll need to secretly change their ketchup).
Consumers may also not know that if you get a couple thousand followers on your blog and Twitter feed, gigantic packaged goods companies might pay you to tweet about their product. #Didntnotice.