The Chicago, Illinois-based company bet that the new recipe tasted so much like the original that no one would notice. Other than in the ingredients list, it didn’t advertise the changes on the blue box when the new formula hit US shelves in December. 

Kraft said it sold 50 million boxes of the reformulated mac and cheese and heard nothing from customers.  The company publicly unveiled the new recipe today (Mar. 7) in a new brand campaign touting the product’s natural ingredients and unconventional rollout, starring former Daily Show host Craig Kilborn.

“We’d invite Americans to try our new recipe, but they most likely already have,” Gregory Guidotti, vice president of meals at Kraft Heinz, said in a statement.

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