Last April, Kraft promised to remove all artificial food dyes from its mac and cheese products by January 2016.
Devout Easy Mac fans—who care more about preserving their childhood than avoiding artificial preservatives—were concerned. Would it still taste the same? Would it still have the same mutant glow?
Kraft insisted that we wouldn't be able to tell the difference, but we all collectively thought, We'll have to see it to believe it.
A year passed and everyone forgot about the announcement.
So Kraft decided it would make the changes without making a whole thing out of it—no ad campaigns or anything. Since making the switch in December, it has sold more than 50 million boxes.
It seems that, just as Kraft suspected, nobody noticed.
The new recipe replaces artificial dyes including "yellow 5" and "yellow 6" with paprika, annatto, and turmeric. Artificial preservatives were also removed.
This nifty little experiment—which has been named "the world's largest blind taste test"—has become the focal point of Kraft's new ad campaign, which presents the message: "It's changed. But it hasn't."