Kraft Singles undergoes rebrand as part of Gen Z marketing push

The update comes as Kraft, the top producer in the processed and imitation cheese slice category, looks to reignite momentum. After seeing an uptick in sales during the height of COVID, the brand’s unit sales fell 6.6% in the 52-week period that ended on April 23, according to Circana, a market research firm.

“During COVID, buyers were turning to comfort food brands that were reliable, trustworthy and convenient—and that included Kraft Singles,” Alison Kelly, director for Kraft Singles at Kraft Heinz, said in an email interview. “We now have an opportunity to connect with our buyers in a more modern and confident way to ensure we stay in their fridges as the world continues to evolve.”

The brand has worked to connect with millennials by leaning into the music space, releasing a cartoon rap battle and a single featuring the musician Kelis, and creating content for MTV’s Video Music Awards.