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KRAFT HEINZ | New and Not Improved | 2017

They quietly sold 50 million boxes before finally coming clean / Kraft Heinz "New and Not Improved"

Kraft Heinz changed the recipe for its mac and cheese and kept selling it for three months without telling a single soul. 50 million boxes of it. Staying quiet about a change is about the one move you're never supposed to make in advertising, and that's exactly what they did.