Kraft Dinner

Lore & Background

The prerequisite to a shelf-stable packaged macaroni and cheese product was the invention of processed cheese, for which James Lewis Kraft of Fort Erie, Ontario, won a patent in 1916. During the Great Depression, St. Louis salesman Grant Leslie had the idea to sell macaroni pasta and cheese together as a package, attaching grated cheese to boxes of pasta with a rubber band. The product was first marketed in many U.S. states in 1936, typically for 15 cents a box (“grated cheese and macaroni--dinner for four in nine minutes”). Marketing in Canada began in late 1937. The timing of the product's launch had much to do with its success: during World War II, the rationing of milk and dairy products, increased reliance on meatless meals, and more women working outside the home created a large market for the product, which was considered a hearty meal for families. Its shelf life of ten months was attractive at a time when many Canadian homes did not have refrigerators. Also, consumers could receive, for one food ration stamp, two boxes. 50 million boxes were sold during the war.

Reader's Guide

Kraft Dinner's significance lies in its innovation during the Great Depression: conveniently marketing nonperishable dried macaroni noodles together with a processed cheese powder. It became a staple during World War II due to rationing and changing family dynamics. In Canada, it achieved iconic status, often referred to simply as KD, and is considered a de facto national dish. Canadians purchase 1.7 million of the 7 million boxes sold globally each week and eat an average of 90 million boxes annually. The product has evolved with deluxe varieties, single-serving Easy Mac cups, and changes to ingredients such as the removal of artificial dyes Yellow 5 and Yellow 6 in 2013–2016. Its cultural impact is reflected in references by Canadian rock band Barenaked Ladies in their song "If I Had $1000000" and by former Prime Ministers Paul Martin and Stephen Harper. The product's Canadian marketing is a made-in-Canada effort that cannot be easily adapted to the U.S. market.

Did You Know?

• During World War II, consumers could receive two boxes for one food ration stamp.
• The box's primary colour changed from yellow to blue in the 1960s.