Usually when companies come out with a new and improved formula, they want the public to know. But when the item in question is an iconic food product, the calculus gets tougher. Every marketer remembers with a shudder the cautionary tale of New Coke.
So when Kraft Heinz reached inside the blue box to tweak the recipe for its macaroni and cheese, it chose to whisper rather than shout the results.
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