In an effort to “bring together two of life’s greatest pleasures”, Kraft cooks up a macaroni and cheese ice cream mashup that might actually be exactly what today’s consumers want.
The bizarre and buttery new treat is backed by Brooklyn favorite Van Leeuwen, but if that doesn’t catch consumers’ eye, the bright orange hue of the ice cream will. The funky new flavor was sold online (where it has already sold out!) and on the menu at 23 Van Leeuwen locations across New York, Los Angeles, and Houston. Kraft also doled out free samples to passerby last week in New York’s busy Union Square amidst an ongoing heatwave. The introduction of the new ice cream aligns with both National Ice Cream Day and National Macaroni and Cheese Day, making it as delightful gimmicky as it is gross. That in mind, the daring dessert comes at a time when weird food combinations continue to build momentum across social media platforms. Indeed, when quarantine forced consumers to get comfortable eating at home, many amatuer chefs took it as an opportuntiy to get creative in the kitchen, cooking up dishes like Flamin’ Hot Cheeto Rice Krispie Treats and Pizza Donuts, which are seeing a particular wave of popularity at present.
It’s not the first time Kraft has stirred the pot. In the past, it has offered up avante garde eats like candy macaroni and cheese and pumpkin spice macaroni and cheese. And in case you were wondering, yes, the new flavor does use real Kraft Macaroni and Cheese sauce. But while consumers may cringe at the new noodle concoction, that’s actually excalty what a brand like Kraft needs. Long considered a classic American comfort food, it can be easy for Kraft to get lost in the crowd of new brands saturating the market. That in mind, stunt marketing that tacks onto fun holidays, hot trends, and the everlasting appeal of “limited edition” batches makes sense. Even though the flavors have sold out online, Kraft already taken to Twitter to let people know there’s already more in the making.