Canadians have called it KD and Kraft Dinner is now adopting that name

TORONTO – Canadians have been calling Kraft’s macaroni and cheese dinner KD for years and now the company is marketing Kraft Dinner under that name.

In a campaign launched on Thursday on Twitter the company tweeted “You may recognize our new name from what you’ve always called us. #KDisnowKD”

And a posting on the KD Facebook page said “we’re embracing our nickname in a very permanent way” above a new product logo that prominently features the letters KD.

The campaign also took to the streets of Toronto with displays of the new KD logo and free boxes of KD.

And the name isn’t the only thing that’s changing.

KD won’t be the same glowing orange colour as Kraft promised in April to remove artificial preservatives and synthetic colouring from its Kraft Dinner Original by the end of 2016.