Via a press release on Business Wire, Kraft Heinz Company announced that it has partnered with Nintendo to release “Kraft Mac & Cheese Super Mario Power-Up Shapes” across America. Celebrating the 30th anniversary of the Kraft Mac & Cheese Shapes product line, Kraft’s latest collaboration with well-known and beloved IPs. The pasta will take the shapes of mushrooms, super stars and fire flowers from the Super Mario series, and will come in a classic Kraft blue box as well as a 4-pack of Easy Mac cups.
The Fortune 500 food company is also home to brands other than Kraft and Heinz, including Kool-Aid, Capri-Sun, Lunchables and Velveeta. Nintendo has already collaborated with Capri-Sun and Lunchables, as well as Oreo. Although Oreo is not owned by Kraft Heinz, it is owned by another Fortune 500 company, Mondelēz International, which was under the Kraft brand until 2012. Both Kraft Heinz and Mondelēz International are big players in the food and grocery scene, each generating more than $26 billion in annual revenue, which would explain why Nintendo has relied on them again and again for their collaboration.
