Kraft has taken its Macaroni & Cheese Dinner brand in a number of directions over the years, some successful, some not. Kraft's Easy Mac Cups, renamed Macaroni & Cheese Dinner Cups, launched in 2006 recently surpassed $100 million in sales. Kraft Macaroni & Cheese Crackers, cheesy, salty, noodle-shaped crackers launched a year later, however, are no longer made.

Kraft considers its Macaroni & Cheese one of the priority brands in its U.S. business, and recently launched an advertising campaign from agency Crispin Porter & Bogusky with the tagline, "You know you love it."

1937: Mac & Cheese debuted during the Depression. Some 50 million boxes were purchased during World War II alone because shoppers could get two boxes for one food ration stamp.

1954: Box turns blue. For nearly two decades Kraft's Macaroni & Cheese Dinner came in a predominantly-yellow box

Launches include:

1975: Macaroni & Cheese Dinner with spiral-shaped noodles

1984: Velveeta Shells & Cheese

2006: Organic mac in cheddar and white cheddar

2006: Easy Mac Cups, cutting preparation time to 3.5 minutes and delighting college students. The product is now known as Macaroni & Cheese Dinner Cups.

2007:Kraft Macaroni & Cheese made from 50 percent whole gain

2008: Macaroni & Cheese Crackers, then yanked after failing to meet company targets

2010: Homestyle Deluxe Macaroni & Cheese Dinner with three flavors: classic cheddar, hearty four-cheese sauce and Old-World Italian

Source: Kraft Foods, Tribune reporting