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Does Labeling Kraft Dinner ‘Smart’ Make it So?

February 21, 2012 2 comments

The burning question of the day: Is Kraft Dinner, by any other name, still Kraft Dinner?

This notoriously cheap and tasty dish, loved by undergraduates and toddlers everywhere besides Berkeley, has re-branded itself, smacking the word SMART across its boxes, in addition to a promise to provide a helping of either vegetables, fiber or omega 3.¬† I’m naturally drawn to all things cheap, easy, and tasty, but then add words¬† SMART and well, you had me at cheap.

Kraft Dinner is a formidable favorite of mine left over from my student days, when hitting two food groups in one meal for 99 cents was only trumped by the cheap beer at J.J. Rossi’s every Tuesday night. And to this day, KD (as it is affectionately known to all who consume it) is a runaway favorite when nursing a hangover. Try it, and thank me later.

But MOST importantly, it is liked by all three of my children, and that has only ever happened with chocolate and root beer, naturally making me suspicious of its nutritional content. Since it takes about 3 minutes to whip up a lunch of KD, from a time management aspect alone I want to love the stuff. I could really use a break from my children complaining about the healthy food I give them – There are too many seeds in this bread! Why doesn’t this peanut butter taste like peanut butter? Can’t you put sugar instead of a banana in my smoothie?

I get a fair bit of flack every day for toiling over their meals. It is crazy to want to provide your kids with a healthy diet, after all. Drives. Me. Insane.

So sue me – I got a bit excited by the SMART marketing. I purposely avoided reading the labels – I suspected the fine print would only reveal a dish that was still, for the most part, unhealthy. I even got creative and bought all three different boxes and combined them into one dish, so my kids would get a serving of vegetables, fiber, and omega 3 in one, painfully orange, highly processed blob.

No surprise, they loved it. Licked their bowls clean. Why don’t you make this for us all the time?

Unable to stand the suspense any longer, I grabbed the box and read the fine print. The vegetable serving they promise amounts to half a serving of vegetables (my ten-year old is supposed to have 6 servings a day), and it comes by way of a cauliflower powder. It’s hard to imagine, all chemistry aside, how many nutrients can be left of the cauliflower once it has been processed into a fine blend of dust and mixed with processed cheese.

As I peeled carrots, I told them sadly, KD would remain in the “seldom consumed” category. Damn you, Kraft Dinner, I really wanted to invite you into my life again. Parting is such sweet sorrow – so, until the next hangover.

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