Candy-Coated, Bright Pink Mac & Cheese? Kraft Cooked It Up for Valentine's Day

The sweet-and-savory flavor is the latest marketing stunt from a brand thriving in lockdown

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Send a bouquet of roses on Valentine’s Day? That’s so unimaginative. Life-sized teddy bear or heart-shaped photo frame? Yesterday’s news.

Kraft thinks consumers should skip saccharine gestures like these and go straight for the sweet tooth this year. The heritage brand, which has surged in popularity during the pandemic, just launched a limited-time, candy-coated product as its latest lockdown stunt.

Candy Kraft Mac & Cheese, a bright pink version of the flagship product, comes on the heels of the brand’s pumpkin spice flavor that sold out its small-batch run of 1,000 boxes in Canada in October.

The new product, free for the taking via an online lottery, adds a candy packet to the original pasta noodles and powdered cheese ingredients.

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