Canada’s Most Iconic Mac N’ Cheese Brand Unveils a New Look for First Time in Nearly a Decade

Sometimes, even an icon needs a little glow-up. So to keep things feeling fresh, KD’s giving its iconic look its first rebrand in nearly a decade in collaboration with Rethink. The rebrand is purposefully designed with the younger generation in mind, celebrating the brand’s iconic heritage and KD’s legacy with new, contemporary elements.

Incorporating a new logo, packaging, and brand platform 'Gotta be KD', the rebrand celebrates iconic brand elements, while the modernised creative positioning propels KD into a new era. This, coupled with how KD continues to offer tasty and convenient dishes, no matter the occasion, 'Gotta be KD' encourages fans to be bold, creative and to find moments to be their most authentic selves – like making a bowl of KD in a personalised way only you can.

“Designed to appeal to the younger generation and creatively showcasing what it means to feed the real you, the new brand platform celebrates KD’s iconic legacy and signals its bold vision for what’s to come. Gotta Be KD highlights today’s many societal pressures and the challenge to find a moment where you can feel like your truest self,” says Scott Lougheed, associate director, marketing at Kraft Heinz. “As KD continues evolving to reflect fans' changing needs and lifestyles, the rebrand is purposefully designed to encourage new and existing consumers to embrace their authentic selves and prepare and enjoy KD in their own personal way.” 

Launching in tandem with the rebrand, is KD’s first campaign under its updated platform, Cancel Coverage — a fund covering restaurant cancellation fees for noodle lovers. With nearly half of Gen Zs (46%) and four in 10 millennials (39%) saying they feel stressed either all or most of the time, and the hashtag ‘JOMO’ (otherwise known as the joy of missing out) racking up nearly 50 million views on TikTok, Cancel Coverage is designed to encourage fans to find moments where they can be their most authentic selves, while enjoying convenient, crave-worthy KD. The campaign looks to inspire new and existing fans to embrace the Joy Of Missing Out, because there’s no greater satisfaction than “doing you.”      

Starting Monday, September 25, for the next month, the first 500 Canadians who upload their cancellation fee receipt on KDCancelCoverage.ca can receive a partial reimbursement on a first come, first served basis.