Jessie, did you grow up eating mac and cheese?

I did grow up eating mac and cheese. I loved mac and cheese, craft mac and cheese

specifically as a kid. The thing I remember most is that I may or may not have, at different

points, eaten entire boxes of it myself.

Our colleague Jesse Newman covers the food industry.

Craft mac and cheese was mac and cheese. There was no other.

And that's the way it was for decades.

Craft mac and cheese dominated the pantry aisle at the supermarket, literally.

You know, you walk down that aisle, and there is the craft mac and cheese dominated the pantry aisle at the supermarket, literally. You know, you walk down that aisle, and there is the Kraft mac and cheese section.

There is that section that has the blue and orange boxes that is just, you know, the core of the grocery store.

It's like the non-political big blue wall.

Yes, correct.

But these days,

oodles of new competitors

are eating into Kraft's market share,

and that blue wall

is looking more like a rainbow.

There are a lot more brands

than there used to be.

And now you've got

Annie's mac and cheese.

That's sort of a lavender color.

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