Banza’s Mac & Cheese Packaging Gets an Ooey-Gooey Refresh

Banza, the pasta brand that uses chickpeas to make its range of products gluten-free and protein-packed, recently updated the packaging for its mac-and-cheese line, making some changes that could hint at a shift in branding for Banza.

The chickpea-loving brand has always stood out for its better-for-you qualities. However, its bright orange packaging breaks from the usual conventions of the instant mac and cheese category, contrasting Kraft’s blue-dominated boxes.

The new packaging, courtesy of the brand’s in-house team and Ramblin’ Jan, retains the bright Banza orange, complemented by white and cheddar-yellow-colored elements. The brand went viral thanks to the eye-popping packaging, so why mess with what’s still working? However, bowls of mac and cheese shot from above have been replaced with close-ups of individual pasta pieces thickly coated in dripping cheese sauce.