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Thursday, 21 April, 2011

Teacher Can’t Mention KD
(with comments)

In Canada: Kraft Dinner mentions must stop, teacher told.

Kraft Canada has asked the teacher of a class promoting healthy eating to stop referring to its macaroni and cheese product.

kick kd The cooking program, called Kick the KD, teaches students how to avoid convenience foods and eat healthier.

Calgary food blogger Dan Clapson offers the free, 10-week cooking program to 15 students at a time from the University of Calgary, teaching it at a downtown grocery store.

On Tuesday, he received a notice from Kraft Canada demanding the name be changed and any references to Kraft Dinner be removed from promotional materials, including his website, on penalty of legal action.

The notice states that Clapson used the KD trademark without permission.

"If this program was Canada-wide, maybe I could see that hurting their brand or something. But for a small class, teaching 15 kids in Calgary, I think that's pretty aggressive," he said.

Now what?

Despite being asked to change the program's name, Clapson said he intends to keep running the classes and has taken suggestions for a new name. The most popular one so far has been "Kick the Crap Dinner," he said.

From Wikipedia:

The product was originally marketed as Kraft Dinner with the slogan "a meal for four in nine minutes for an everyday price of 19 cents." It was renamed to Kraft Macaroni & Cheese in the United States and other countries. In several markets it goes by different names; in the United Kingdom it is marketed as Cheesey Pasta, while in Canada it retains its original name with the nickname KD. In Canada, Kraft Dinner has iconic status and is associated with young adults, in that it is an easy and inexpensive food for young people living away from home for the first time


Permalink | Posted in Food & Drink |

- Reader Comments -

Following are comments in response to this item.
The most recent comment is at the bottom.

  1. By spoon. Comment posted 21-Apr-2011 @08:07am:
    "If I had a million dollars
    We wouldn't have to eat Kraft Dinner
    But we would eat Kraft Dinner. Of course we would, we'd just eat more." - the Barenaked Ladies

    Wikipedia reports:
    "A line in the song inspired fans to begin throwing Kraft Dinner at the band during concerts. It initially began as a single box at a 1991 show at the Danforth Music Hall in Toronto. It quickly grew by word-of-mouth, and the number of boxes being thrown rapidly increased. It became so bad that eventually hundreds of boxes were pelted at shows; the band and their instruments were often the target. Especially unpleasant were open cheese packages, which would create a putrid aroma when sitting on stage under hot spotlights. Some diehard fans would go one step further and throw cooked pasta. Eventually, BNL requested that fans cease the Kraft Dinner throwing ritual, and instead donate the food via bins set up in the lobbies of their shows for local food banks"
  2. By Toad. Comment posted 21-Apr-2011 @08:07am:
    It's best when served with saltines, and a six-pack of beer. At least, that's my recollection.
  3. By Evil Klown. Comment posted 21-Apr-2011 @09:06am:
    Oh shucks, there goes a great attention-getting title. I sure hope it doesn't affect his ability to peel the fatties for their money ... that would be so unfair ... Kraft is so evil.
  4. By wok. Comment posted 21-Apr-2011 @09:21am:
    Quit buying the cheap, dry box kind, and you'll never talk smack about it again, Food Nazi.
  5. By terri. Comment posted 21-Apr-2011 @09:32am:
    But... but it gives Terrance and Philip their awesome flatulence power...
  6. By Phillip. Comment posted 21-Apr-2011 @09:48am:
    When I was a kid, I preferred my Kraft Dinner with sliced wieners for that extra hit of salt and protein.

    My one and only film short was about someone who wins a lifetime supply of Kraft Dinner (50,000 boxes) and tries to eat them all as a means to beat death, but the fake cheese flavouring poisons her and she dies with cheese stuff dripping from her lips. The Kraft Dinner people wouldn't let me use real Kraft Dinner. I don't know why. I had to use a no-name brand.
  7. By beegee. Comment posted 21-Apr-2011 @10:09am:
    There is nothing you cannot add to Kraft Dinner. Things I've tried: Chicken, Hot Dogs, Tuna, even veggies and once an entire cooked Turkey Pot Pie (it was great).

    Only Annies mac and cheese is allowed in the house these days.
  8. By beegee. Comment posted 21-Apr-2011 @10:17am:
    There is nothing you cannot add to Kraft Dinner. Things I've tried: Chicken, Hot Dogs, Tuna, even veggies and once an entire cooked Turkey Pot Pie (it was great).

    Only Annies mac and cheese is allowed in the house these days.
  9. By sekirt. Comment posted 21-Apr-2011 @10:22am:
    I always thought it WAS healthy! I never liked mac and cheese, now that I know it isn't healthy, maybe I'll try it again.
  10. By andrew. Comment posted 21-Apr-2011 @10:42am:
    Evil KlownI sure hope it doesn't affect his ability to peel the fatties for their money

    I wonder what "free" means in Klown World?
  11. By Evil Klown. Comment posted 21-Apr-2011 @12:36pm:
    andrew: I wonder what "free" means in Klown World?

    Are you saying the guy isn't getting paid? 10 weeks of classes with no pay? I don't buy it. I know the article says "free" but I'm guessing that just means "free to take the class" (but the instructor gets paid somehow.) I find it funny that he's "teaching" at a grocery store, don't you? I guess not. Call me cynical.

    Anyway, if he's not getting paid in any way then kudos to him, but I doubt that's true and here's one reason. If he were truly not getting paid (in any way,) the lefty jourrrrrnalists would ensure that was held up and mentioned a hundred times cuz ... you know ... so selfless. Instead, they say the classes are free. This will lead most lefty knuckleheads to drop the subject cuz ... why even ask when the intent is so goodhearted ... you know ... helping the fatties and, as a bonus, hammering Kraft, aka "big mac & cheese"
  12. By J-Walk. Comment posted 21-Apr-2011 @12:58pm:
    You know Klown, sometimes I wonder about your sanity.

    You live alone, right?
  13. By banjo brad. Comment posted 21-Apr-2011 @01:08pm:
    Kraft Mac & Cheese: MMmmmmmmmm, comfort food!!!

    I hate it, because there's never enough for me.
  14. By Umatilla. Comment posted 21-Apr-2011 @01:39pm:
    There could be another lawsuit in the offing:

    The colors on their "Kick the KD" poster above look suspiciously like the colors on the SPAM label.
  15. By Ray Trygstad. Comment posted 21-Apr-2011 @01:52pm:
    I vote for "Kick the Crap Dinner" as the new title. Let the folks at Kraft see that someone can come up with something 1) even more offensive to their product and 2) completely non-infringing!

    Kraft Mac and Cheese is my eldest's food of choice, which I believe is a genetic predisposition from my Dad, who would have been perfectly willing to eat it for every meal when he was younger.
  16. By Bisbonian. Comment posted 21-Apr-2011 @04:26pm:
    Growing up, we spent a lot of time over at my grandmother's house. And we spent a lot of mealtimes eating Kraft Dinner, or Kraft Fishsticks. Or both. My grandmother still likes them. She will be 98 in September.
  17. By 2manyusernames. Comment posted 22-Apr-2011 @07:05am:
    <quote>If this program was Canada-wide, maybe I could see that hurting their brand or something. But for a small class, teaching 15 kids in Calgary, I think that's pretty aggressive," he said.</quote>

    As always it doesn't matter that the campaign is just a local one for a handful of students. Companies are required to protect their trademarks. Failure to do so could result in them losing their claim to it.
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