- The Washington Times - Tuesday, August 4, 2020

The nation is getting clever and flexible in the age of coronavirus. The Kraft Heinz Company — the food-making giant — is repurposing its iconic macaroni and cheese as a breakfast dish amid lockdowns and social interruptions which continue to plague families, particularly those with cranky, bored children.

The company, which enjoyed $25 billion in sales in 2019,  has done the field research. Parents, apparently, were already reaching for the familiar blue box on difficult mornings.

“These last few months have not been easy, and the struggle is real for parents with kids who are picky eaters. It’s hard to find a food that their kids will eat for breakfast, lunch and dinner — except for Kraft Mac & Cheese. In fact, 56% of parents have served their kids Mac & Cheese for breakfast more often during COVID-19 related state lockdowns than previous months,” the company reported Tuesday.

So forget the cereal. Kraft Heinz counsels that the kids need something else.

“Start their day with a bowl of Kraft Mac and cheese they love. It’s the same mac they love, but 100% more breakfastier. Because you, 100%, need a break,” the company advises parents and caregivers in a new commercial spot.

It also advises that fostering “small parenting wins” is the prime focus of the new outreach. The new macaroni identity is also attracting considerable media coverage from AdWeek, Forbes and Fox Business, among others.

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