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Mac and cheese for breakfast? Kraft is rebranding during the pandemic

Kraft says that 56% of parents have fed their children mac and cheese for breakfast more often during COVID-19 shutdowns

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FILE - This Feb. 9, 2011, file photo, shows Kraft Macaroni & Cheese in Chandler, Ariz. When Kraft revealed that it planned to name its new global snack business “Mondelez,” it caused a minor stir. Kraft was careful to explain that the made-up word is an a

This Feb. 9, 2011, file photo, shows Kraft Macaroni & Cheese in Chandler, Arizona. Kraft is rebranding some of its packaging to read “breakfast” instead of dinner, as 56% of parents say they have served their children mac and cheese for breakfast more often during the coronavirus pandemic.

Matt York, File, Associated Press

Kraft wants you to rethink mac and cheese — so it’s rebranding its boxes to read “breakfast” instead of dinner, according to CNN.

The limited-time change comes as more people have been eating at home during the last few months amid the coronavirus pandemic, CNN reported.

“These last few months have not been easy, and the struggle is real for parents with kids who are picky eaters,” Kraft said in a press release, according to CNN. “Fifty-six percent of parents have served their kids mac and cheese for breakfast more often during COVID-19-related state lockdowns than previous months.”

The limited-time breakfast boxes come with a placemat for children to color, a magnet that has breakfast topping suggestions (including crumbled sausage, bacon and scrambled eggs) and a mug to serve it in, according to Forbes.

Kraft will be giving away the breakfast boxes of mac and cheese through Aug. 7, Fox Business reported. Twitter users who use #KMCforBreakfast and #Sweepstakes will be entered to win.

The company will also be giving back — Kraft will donate 10 boxes to the organization Feed the Children every time #KMCforBreakfast is used, according to Fox.

Kraft has benefited from more Americans eating at home during the pandemic — the company’s stock has gone up by 9% this year, according to CNN.