All your questions about the Kraft Mac and Cheese ice cream, answered
We never stood a chance against this. Photo: Kraft On Tuesday, July 13, 2021, Brooklyn artisanal ice-cream maker Van Leeuwen — famous for flavors like “Earl Grey” and “Sicilian Pistachio” — announced its newest variety: Kraft Macaroni and Cheese, developed in collaboration with the boxed-noodle masters at Kraft Heinz. The news shook America. What is food, anyway, we wondered.
The stunt was the world’s most blatant attention grab, the kind of what-the-fuck-is-this food at which Taco Bell used to excel. But there are no Doritos here. Only mac. And cheese. And ice cream. And it worked. It worked almost too well. How? Why? We have answers to all of your most pressing questions:Kraft enlisted Van Leeuwen to make an ice cream that captures the mac and cheese experience.
The other reason for this product’s existence is obvious: “We know that there is nothing more refreshing on a hot summer day than ice cream,” explains the senior associate brand manager for Kraft Macaroni and Cheese. “That is why we wanted to combine two of the most iconic comfort foods to create an ice cream with the unforgettable flavor of Kraft Macaroni & Cheese we all grew up with.
“This unhinged mash-up is actually delicious,” reports Amy McCarthy at Eater, describing the flavor as “buttery,” “only slightly cheesy,” and “lightly funky,” making it “more complex than the classic blue-box dinner.” It will be confusing, but you’ll like it, she says, noting that really, it’s not so surprising, given that ice cream and mac already use similar ingredients . “Salty-sweet is an unbeatable flavor combination,” she concludes begrudgingly, “and that’s exactly what’s going on here.
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