KD and Nintendo Unveil Super Mario Power-Up Mac ‘n Cheese as Fun Family Night Staple

Starting October 16th, 2 Canadian favourites, KD and Nintendo, are officially teaming up to launch a new family night staple: KD Super Mario Power-Up Shapes Mac ‘n Cheese, honouring over 30 years of KD’s beloved shapes line-up. 

In the storied 30+ year history of KD’s shapes line, there have been hundreds of different shapes in-market (with even more brainstormed!), and Kraft R&D holds more than 30 patents. Created in partnership with popular movies, TV shows, video games, and more, KD brings iconic characters off the screen and into your bowl as cheesy, delicious noodles.

KD and KRAFT Mac & Cheese are extending the fun of family game night and making family mealtime even more exciting by turning the iconic blue boxes into a chance to win epic prizes with the Power Up Pursuit Contest.

The Shapes:

The new noodle shapes include Fire Flowers, Super Stars, and Super Mushrooms.

They were inspired by iconic elements of the Super Mario universe that power up Mario, Luigi, Princess Peach, and others in the games.

KD Super Mario Power-Up Shapes are rolling out in major retailers nationwide in the classic blue box.

Super Mario characters were actually the first-ever licensed shapes KD released back in the ‘90s! Now, there’s a new spin on the original with Power-Up shapes. 

The Contest:

How to Participate: To begin your own power up pursuit and try your luck at winning amazing prizes, simply scan the QR code on KD Super Mario Power-Up Shape boxes. For more information, visit the Power Up Pursuit website HERE.

Canadian Prizes:

• One grand prize winner will receive an all-expenses-paid, ultimate family vacation to Universal Studios Hollywood, CA to experience SUPER NINTENDO WORLD™ 
• Additional winners will receive $550 CAD gift card to the Nintendo eShop, where the winner can choose from over 1,000 new, classic, and indie games available to their Nintendo SwitchTM system.
• Even more winners will win a box of KD Super Mario Power-Up Shapes Mac ‘n Cheese
• When: Power Up Pursuit is live until 12/31 across North America including Quebec to ensure KD and Nintendo fans can power up from coast to coast. 

The KD x Nintendo collaboration will be rolled out through both a social campaign and in store activation.

On social, the campaign will be featured across both Meta and TikTok with paid boosting to bolster engagement and excitement for the new product and contest.

In store, the campaign will leverage a variety of wobblers, shelf-talkers, and floor displays.

With this exciting collaboration, KD and Nintendo invite families and gamers alike to power up mealtime and game night with a playful twist. Plus, with the added thrill of the Power Up Pursuit Contest, family time has never been more fun—or rewarding.

Brooke Morrison, senior brand manager for KD said, “At KD, we’ve always embraced the power of nostalgia to bring families together over delicious meals. Our collaboration with Super Mario to launch these new shapes continues this tradition by merging two icons – KD’s beloved shapes and the magic of the Mushroom Kingdom. Whether it’s families, gamers, or Mario fans, this partnership celebrates fun and connection at every bite, and we’re thrilled to offer fans not only a new mealtime experience but also the chance to celebrate with the whole family with our exciting Power Up Pursuit contest.”

Simon Au, ECD at The Kitchen said, “Both KD and Super Mario are iconic brands that bring families together. With the new Super Mario Power-Up Shapes, family time starts at the table and the adventure continues into the game afterwards. Fans of both brands can also find specially marked packs of KD to win great prizes to make the experience even better.”