Kraft said the new name and box are part of an effort to rebrand its mac & cheese as "comfort food." 

The household staple is now called Kraft Mac & Cheese, which is "meant to reflect the way fans organically talk about the brand" 

Along with the shortened name, shoppers will notice the box receiving a subtle makeover that includes a refreshed logo, typography and single-hue blue 

Banza and Annie's also make similar products that market themselves as more wholesome than Kraft's version 

Kraft's mac & cheese affordability has also taken a hit recently. Dozens of its products got price hikes in recent months

It includes a 3.5% increase on a pack of EZ Mac and a 20% price hike for a 7.25-ounce dish of Kraft Big Bowl Macaroni and Cheese 

Strong demand, supply constraints and uncertainty increased input costs for Kraft, the company said in a letter to suppliers 

"Upward trend in packaging, transportation, ingredients and labor costs persists, reaching levels not seen in decades."