CBC.ca did an article (well a blog entry really) called Perceptions of Kraft Dinner.
The gist of the article was:
An associate professor at the University of Calgary co-authored a study that looked at people’s perceptions of Kraft Dinner. It was really an examination of social attitudes between those who are “food secure” and those who are on low incomes and “food insecure” — where running out of food is a daily reality.
The study found that food-secure Canadians perceived KD as convenient, easy to prepare and popular among kids. They said for those reasons, KD was an acceptable (and popular) donation to food banks.
But for people on the receiving end, KD is seen as the food of last resort. To them, it represents money running out and food being scarce. Some said it underscored the fact they couldn’t afford butter or milk to make the KD. And many parents said their kids hated the taste because they had to eat the mac and cheese so much.
I am really lucky to never have had the choice to only eat Kraft Dinner or starve. I’d eat it, if I had to, but it hits home that KD is reality for a lot of families who cannot afford to buy fresh fruits, veggies or meat.
I cannot imagine hitting so low on the income level that I have to resort to KD every day. I really feel for those families, especially since I’ve just gone shopping for groceries and I came back with $60 worth of veggies and fruits, nothing processed, nothing in a box and all raw, real, tasty food.
So I think it’s pretty clear, it’s not a meal to me and it never will be. But some people love KD. They don’t think of it as being a ‘poor person’s meal’, they love the taste because they’ve grown up with it, and it’s comfort food. KD is practically an American icon! You tell someone “I ate some KD today”, and they immediately know you’re talking about Kraft Dinner. Talk about branding.
As for my history and perception with it, the only time I’ve ever eaten Kraft dinner was at a friend’s house. Once, and that was enough. The taste on its own is really unnerving because I’m not used to that flavour or the faux cheese, but mixed with real meat and vegetables at my friend’s house, it wasn’t so bad. Much like ramen when you make it and mix it with fish, veggies and other great things, ramen isn’t so bad.
So I guess someone’s KD is my ramen. But I would never eat ramen just the way it is – I add eggs, I add meat, I add veggies and it’s a really hearty meal.
Update: Not any longer, ramen makes me sick and dizzy now.
Personally, I don’t like it and it doesn’t look appetizing to me. That bright orange colour that dyes your hands when you touch it (ok I’m making that up, I’ve never tried),… I just can’t imagine eating it and thinking it’s good. If I wanted macaroni and cheese, I’d make it our of real macaroni and real cheese in the oven, baked and delicious with meat.
Just a girl trying to find a balance between being a Shopaholic and a Saver.
I cleared $60,000 in 18 months earning $65,000 gross/year.
Now I am self-employed, and you can read more about 
TLDR.
Who the fuck is pretentious enough to give a fuck about what they eat? Canadians can’t be getting this bad.
If you die at 60 fuck it at least you died happy.
Considering a box of the store brand macaroni and cheese costs as little as 40 cents in Canada. Toss in a tiny bit of milk and some margarine you are probably eating a box for less than $1.00. I enjoy the taste and it happens to be a great side dish to some cheap steak or a meal on its own. I used to toss in hotdogs when I was a kid, but now I prefer dried chili pepper flakes with it. And as a fitness oriented student, it gives me alot of carbs to run my day at a really cost efficient price. Consider me living on my own and giving myself a budget of $10 per day for food. If my lunch costs me only 10% of my total food costs I can afford a decent size sirloin for dinner.
Analyzing the “store brand” vs the kraft brand the store brand has nearly 20% more calories, but it actually has substantially less saturated fat! More carbs for the store brand which is mainly found in the sugars portion.
In conclusion, although it is a processed food, I eat it on the regular, probably 4 times per week. I do consider it to be a lower end food and had I the finances I would likely go for a much more healthy diet. But, if I have to work an extra hour per shift to get better food sometimes that is not my priority. Getting through school on a budget is!
personally…i dont think theres anything wrong with it. i babysit kids who eat mac and cheese once a week and they are not poor at all…both of there parents have great jobs working at the UN building. you know, not all people eat it because of its price….its quick and easy and believe it or not alot of people like it…the boys i babysit oddly enough like to add hot dogs to it…and i know hot dogs are known to be the poor mans meal…but helo people next time you go into your local grocery store, please get a price check on a package of hotdogs…they are far from cheap.
That stuff is pretty expensive in the U.S., relative to other foods. I'd much rather have a can of Chunky (Campbells) soup and the cost is comparable when both are at sale prices.
About the Chinese roommate and the rice thing – yes, rice is definitely a cheap base for a meal. I went gluten free a few months ago for health reasons and I find I'm eating a lot of both brown and white rice and not only am I spending less at the grocery store (no more boxed brownies, crackers, etc.) but I'm losing weight, too! I love Chinese and Indian food so I make the rice with either vegetables, chili & sour cream (yum, don't knock it til you try it!) or yellow lentils that I cook to mush and flavor with a bunch of Indian spices (search for "dal" recipes if you want to try it). Fiber is high, iron in the chili has helped me health-wise, and I'm definitely eating a lot more fresh veggies and fruits. The Chinese have the right idea!
Crap to me. I grew up with my grandmother and mom making homemade baked mac n cheese (with cracker crumbs on top and canned diced tomatos!) and thats the way my mom and I still make it. I don’t rule it out for lunch at work once in a great while but I would NEVER make it for dinner.
I’m a huge fan of ramen though when I just need some food and don’t want to wait. I put garlic salt, pepper and cayenne pepper on mine.
stacking: good point. If you’ve forgotten your lunch it’s probably a lot cheaper to bring Kraft…
Anon: Hope they’re good memories and not bad!
Ah yes, good ole Kraft Mac & Cheese (US). I grew up in a poor rural family and it was a staple along with hot dogs, spam, hamburger disguised a hundred different ways, as well as potatoes a hundred different ways.
I made up my mind that when I got my own place I would never eat those things again. Only if I *wanted* to and not because I *had* to! You've brought back memories today.
I’ve been eating mac and cheese every now and then lately, but a different brand–Annie’s or something. I get it at trader joe’s and it’s supposedly organic with “real” cheese, but I think they are just trying to make me feel better.
I don’t love it but it is really really easy to bring to work when I’m lazy or forget to make a real lunch
I like that idea, dolly, about giving your favourite food to the bank…
I like KD. I like different kinds too like the 3 cheese one. Mmm. I did eat it growing up in a single parent low income family with a side of beats, pickles and cheese for nutrition, lol.
When I was dirt poor (15yrs old living on my own) I ate a lot of Mr.Noodle and KD was a treat!
I agree about the food bank comments. I have been to many and they have plenty of things of that nature. When I was in school I had a wonderful teacher who told us if we were going to give food to a food bank we should go out, select our favorite food and give that instead! Words to live by.
As kids, we ate a lot of Kraft Mac & Cheese. It was usually a side dish to either Spam or hot dogs. I also ate a lot of it during my first year of college when I was broke (then started dating Hubby and eating improved). When we first moved in together, we got a huge pack of it from Costco because it was so cheap. But then we wouldn't eat it very often, then donated to the food bank when we moved out of the apt. I keep a couple boxes in the pantry for when Hubby gets his braces adjusted, but other than that we hardly eat the stuff. I agree, after eating it from scratch, there's no comparison.
We always have it in our pantry, it’s a very easy go to meal for lunch and the kids love it!
I love Kraft Mac & Cheese. I didn't eat it that often when I was growing up, but once I moved out on my own, it became a cheap and quick staple of mines. And to this day, I still eat it I'd say about at least once a month if not more. In fact, I wanted some last night and was mad I didn't have a box in my cabinet.
I kinda sorta see how it can be viewed as a low income food. But ramen noodles were more of a low income food to me than Kraft.
Oxanna: I thought that too. Plain pasta is quite tasty.
It's called Macaroni & Cheese in the US (after the dish of the same name). Abbreviated, it's "Mac & Cheese".
It's looked on as a quick-to-make meal in my family – and it isn't especially cheap, either, what with the milk and butter. Pasta just takes oil or butter, and a sauce of some kind. In a pinch, just butter, salt, and crushed dried basil will do.
I’ve read all of your comments, and I am really excited that this had a great response.
I think your comments really hit home in thinking about Food Banks and kind of thinking about what people have to go through on a daily basis.
I find it really interesting that Kraft Dinner can be so interesting, different, disgusting yet tasty for so many, and that it touches across all age groups, genders and income ranges.
As for Meg’s comment about a chinese roommate – it’s true. White rice may be starchy but with a bit of salty meat and veggies, it makes for a tasty meal because the white rice absorbs the taste of the meat and veggies so that it feels like you’re eating much more of it.
Thanks for all the comments!
I actually will eat the Velveeta mac and cheese (or Kraft’s sometimes. But the type that comes with liquid cheese and not powdered. LOL Appetizing, no?) and yes, it’s not the most healthy. Like anon said, it’s more of a side dish than a meal.
This makse me consider what I would donate e.g. things that only require adding water. I rarely buy milk or eggs so when I occasionally pick up packaged stuff that requires one or both, it usually ends up in a donation box (I’m more of a donate time or money to food banks).
I feel the same way about many foods that the poor people in this article does. Foods like Hamburger Helper, Top Ramen, mashed potatoes and spagetti were eaten everyday without fail and nowadays I cannot eat them. They represent a time in my life when my parents could not afford anything.Great post.
It is not really good at all but it reminds me of my childhood even though we did not eat it all that much. So every once in a while I have to eat it. Oh, and it does stain your hands orange.
I like it and tend to keep a box or two in the pantry, but I only eat it maybe once or twice a year. I save it for those occasions when I get home exhausted, am craving comfort food and don’t want to spend much time preparing a meal. Then it really hits the spot. But I wouldn’t eat it on a regular basis by choice.
I gotta admit, I like KD. We occasionally buy the sharp cheddar kind, and my husband ‘jazzes’ it up with garlic powder, oregano and loads of pepper.
I so couldn’t eat it on a regular basis but once in a while it’s like a childhood flashback – my Mom made it for us every Saturday for lunch.
I think many people donate it to the Food Bank or other such places because in their minds, you get a lot of boxes for cheap and they’ve probably never had to eat it every night.
I avoid putting it in my Food Bank donation box because it isn’t exactly the healthiest thing in the world and I’d rather spend some money on beans and tuna and salmon and baby things – that’s what the Food Bank really needs!
I love Kraft Mac & Cheese (also in the US) but I only let myself eat it as a treat since it is so bad for me-definitely comfort food. I helped out in a food pantry and it was a commonly donated item and many people requested it when receiving food. Baked mac & cheese is also super yummy, with bread crumbs on top.
I love KD. And when I am feeling like true comfort food, I cut up a couple of hotdogs into my KD. Completely processed, but so good and reminds me of when I was little and the hotdogs were a “treat.”
When I was little, I always gave the things I hated out of our pantry to the foodbank…now that I buy my own groceries, I give a lot of sidekicks, soup and KD. I feel bad now thinking that those on the receiving end are probably sick of it all.
Loved it as a kid, haven’t had it in ages mostly because the bright orange/yellow fake cheese thing is a big turn off. I really like KD’s spaghetti though…weird huh? I don’t even know if they make it anymore!!
Yeah, that stuff scares me, but as a very occasional treat I have to admit that I do like the intense salty sweet taste of it. And while I'm confessing, I do like 1/4 pounders with cheese from McD's. They're my "I'm so sick nothing sounds good but I got to eat" food. Most of the time, though, I try to eat healthy, focus on whole foods, eat lots of veggies, throw in some organic stuff, etc.
As far as the socioeconomic factors…
I grew up in a very poor area and still have many friends who are struggling and came from poor backgrounds. And yes, many of them grew up on stuff like that and other carb-heavy packaged meals with unpronounceable ingredient lists a mile long — not to mention a lot of PB&J on Wonderbread. I wonder how that must have affected their health and tastes. Almost every one of them has a weight problem — but then, doesn't just about everyone in the U.S.?
My diet growing up was slightly better. I was picky and we weren't rich by any stretch of the imagination. I did eat a lot of canned chili, canned veggie soup, potatoes, rice, and yes, some mac & cheese. My mom made a lot of other stuff, too, so it was pretty well balanced considering how picky I was as a kid.
From a frugal perspective, though, is this stuff really that cheap? I mean, I can eat an entire box in one sitting because there's nothing to it (except calories and salt and other bad things, lol). Isn't it cheaper to get a big bag of pasta and mix in cheese? And I know it has to be cheaper to get even a big bag of brown rice which is loads healthier. We had a Chinese roommate for a while and she had a 50lb bag of white rice. Every day she's cook some and add a few veggies or pieces of meat. Remarkably, she was one of only a few people I've known who was broke/poor but not overweight.
KD is great hangover food. But other than the rare time when that has happened, I’d never touch it. We’ve had a box of it sitting in our cupboard for probably 8 months now. Good thing it never goes bad.
Back when I was very young we didn’t have a lot of money. Things improved as I got older, but back when times were lean, my Mom would make this for dinner with frozen peas. But she always served it in the framework of it being a “special treat” dinner. We actually looked forward to it as kids because Mom put out the perception that it was special. Had we been old enough to know the difference I may have thought differently, I don’t know. My eating has changed so much from when I was growing up, I never buy it but always remember it as the “special” meal even if we ate it twice a week.
One of the preservatives in the fake cheese makes me hurl. I don’t even have to get it in my mouth, I just need a whiff. (Same thing happens with Velveeta, the fake cheese in fast food, etc.) I hated living in a dorm because every night someone would be eating it and stinking up the hall.
I wouldn’t even classify it as food. There’s so many preservatives in it that if I were desperate I’d rather feed my household plain macaroni or ramen for that matter. But my friends, and Mr, love it and would eat it everday.
KD is so universal here that you can actually buy artificial cheese powder from places like King Arthur’s Flour to trick your kids into thinking real Mac and Cheese is the fake stuff. *shudder*
I make it maybe once a year and it’s alright, but not too exciting. It’s more of a snack than a meal. I’ve eaten junk food/frozen dinners/fast food since I was little so the taste doesn’t bother me, it’s just kind of boring. Funny, I don’t think I’ve ever had real macaroni and cheese. That sounds really good.
It’s called Kraft Macaroni and Cheese in the US. Isn’t it funny how things can be so differently branded in countries that are so close?
I don’t eat it myself. It’s such a nutritional black hole. Processed wheat and cheese…yum??
This is an interesting study, very eye-opening. I will never again donate mac ‘n cheese. It’s junk food, and no one deserves to have junk constantly shoved down their throats.