Kraft removes 'send noods' ad after being accused of sexualising mac and cheese

Food giant Kraft has apologised to customers and withdrawn a campaign asking them to ‘send noods’.

The makers of the boxes of mac and cheese had launched advertising telling people to send some for free to friends and family during the pandemic.

The idea was in celebration of in celebration of National Noodle Day, with the slogan ‘send noods’. The accompanying images included blurred out bowls of the foodstuff.

According to the Guardian, Saturday Night Live ‘s Vaness Bayer also appeared saying: ‘In these strange times, people are in need of extra comfort. That’s why it’s always a nice gesture to send noodz … To be clear, I’m not advocating you send nudes to anyone. Send noodz, not nudes.’

But just a few days later, after facing backlash, they dropped the campaign and apologised.

One person said: ‘Seems a little inappropriate for a food mostly loved by children??’

Another added: ‘Nothing says family friendly like this ad campaign.’

Someone else said: ‘Really? Send Noods? Send Nudes? To kids? This is how you’re marketing to them? My promise to you is this – I’ll never buy another Kraft food product again. I’ll do everything I can to educate myself on what you carry.’

‘What the crap Kraft… I feel this is slightly inappropriate, and could possibly let children think it’s appropriate for them to send real “noods.” Now I’ve got the blue box blues…,’ another comment said.

Some people threatened to boycott the brand others did say they thought it was just a joke.

‘Personally, I find this funny with a hint of cringe, but I already know some parents are gonna be writing angry letters lol,’ one person tweeted.

Kraft posted a statement on Instagram and removed the posts, while the website set up for the giveaway was taken down.

Their post said: ‘For National Noodle Day last Tuesday, we encouraged adults to send free noodles to loved ones to provide comfort and make them smile. The social promotion resulted in 20,000 consumers across the country receiving boxes of America’s favorite Kraft mac ’n’ cheese. We sincerely appreciate and hear all of your feedback. The content will be removed from our channels.’

Kraft has been contacted for comment.

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