Cheesy Like Sunday Morning: Kraft Declares Mac and Cheese a Breakfast Food

If you take a moment to think about so-called “breakfast foods,” you’ll realize that most of them are just slightly different iterations of foods that aren’t limited to morning meals. Muffins are basically cupcakes with less frosting, and Canadian-style bacon looks a lot like pork loin (it is). Once you’ve broken down these breakfast barriers in your mind, you’re just one small step away from eating macaroni and cheese at 7 a.m.—which, according to Kraft, is totally acceptable.

As CNN reports, Kraft is releasing boxes of its classic mac and cheese with the word breakfast written where it usually says dinner. It’s a way to make parents feel better about deviating from societal expectations as they try to keep their cantankerous kids fed and happy during the current pandemic.

“As a brand loved by the entire family, we’ve learned Kraft Mac & Cheese isn’t just for dinner,” Kraft Heinz spokesperson Kelsey Cooperstein said in a press release. “A Kraft Mac & Cheese breakfast is a win-win for families at a time when they need all the wins they can get.”

Apparently, quite a few people have already mentally removed dinner from the box: in a survey of 1000 parents, Kraft found that 56 percent of them had whipped up morning mac and cheese more often during lockdown. And if they felt a little guilty for not breaking out the waffle iron, Kraft is hoping to make sure they don’t anymore.

Macaroni and cheese lovers can try to snag a breakfast box by tweeting with the hashtags #KMCforBreakfast and #Sweepstakes, and you’ll see a reply to your tweet with a link that’ll reveal if you’ve won. The campaign is running through Friday, August 7, and Kraft will donate 10 boxes of mac and cheese to the nonprofit organization Feed the Children for every entry (winner or not).

Even if you don’t win a designated breakfast box, there’s no reason you can’t appropriate a dinner one for daybreak. In fact, why limit yourself to classic Kraft? Cheetos-flavored mac and cheese is coming to shelves, too.

[h/t CNN]