From flavor drops to new shapes, how Kraft Mac and Cheese is trying to maintain its dominance

New York CNN — With Kraft Mac & Cheese’s latest product, the 87-year-old brand is taking a page from hip streetwear companies. Kraft is testing more than 60 potential new flavors and will experiment with their releases, including possibly another “small batch” drop sold exclusively online. For the past three decades, Kraft Mac & Cheese has been sold in more than 40 licensed designs, ranging from “Rugrats” to “Spongebob Squarepants,” targeting families with younger children. Michael M. Santiago/Getty Images “We found there’s a nice little intersection that started to happen through properties that were becoming popular with families and kids and also this hunger and need for nostalgia that we’re seeing with young adults,” Ashleigh Gibson, head of marketing for Kraft Mac & Cheese, told CNN.