The World’s Largest Blind Taste Test

There’s a unique kind of pressure that comes when a three-year-old makes a vague but very passionate demand.

“I want the smile one,” he said confidently from the back seat, after I’d casually suggested mac and cheese for dinner.

And just like that, we were playing a high-stakes round of Toddler Taboo. His expectations were crystal clear (to him), and I had one guess before we risked a meltdown that could derail the morning.

My brain scrambled: Smile one? What does that even—oh...wait. I think I know exactly what he means.

Can you picture it? That deep blue box. The big noodle, curled up ever so slightly like a smile. You might not have consciously noticed it before, but I bet your brain did.

When Changing the Recipe Isn't the Hardest Part

That toddler's demand might’ve been nothing more than a funny anecdote; one of those “kids say the weirdest things” moments if not for what happened next.

Later that week, while prepping for a new interview on The Brainy Business podcast with Richard Shotton and MichaelAaron Flicker I sat down with their new book, Hacking the Human Mind. And what was the very first chapter?

You guessed it: Kraft Mac & Cheese.

As I dug in (much like many of us have done with a warm, cheesy bowl of comfort), I was fascinated to find it was actually about the origins of that pseudo-smile on the box! And I’m willing to bet it’s not the story you’d expect.

Back in 2015, Kraft announced upcoming changes to the beloved classic: they’d be swapping out artificial preservatives, dyes, and flavorings in favor of natural spices like paprika and turmeric. Same comforting orange color. Healthier formula.

But when the new recipe quietly hit shelves in early 2016, there was no big campaign. No sticker on the box. No “Now better for you!” messaging.

In fact, they didn’t say a word about it at first.

Why?

Because Kraft faced a conundrum that many brands know all too well:

What do you do when you’ve made something better, but you know your customers might assume “better” means “worse”?

Do you hedge? Do you over-explain? Do you hope they’ll give it a fair shot?

Or…do you just stay quiet and let the product speak for itself?

Why Saying "Healthier" Can Taste Worse

There’s a powerful concept in behavioral science called expectation assimilation. It’s the idea that our brains tend to align our actual experience with what we expect to happen.

If we expect something to taste bland (say, because it’s labeled “healthy” or “low-fat”) we’re much more likely to perceive it as disappointing. Even if it isn’t.

Kraft didn’t want that negative expectation to get in the way, so they let people eat the updated recipe for months. They sold more than 50 million boxes before they revealed that anything had changed.

And when they did, the headline wasn’t “Now with real spices!”  Instead, they went with: “We would invite you to try it…but you already have.”

The campaign, later called the World’s Largest Blind Taste Test, was Kraft’s confident mic-drop that turned a potentially risky change into a seamless one.

The Smile That Sells Itself

Now, back to that smile.

Alongside the silent recipe shift, Kraft also updated its packaging. Right on the front of the iconic blue box, they placed a single, upturned elbow noodle.

So clean and simple you could barely call it a face.

But your brain saw it anyway because humans are hardwired to find faces in things. It’s a phenomenon called pareidolia, and it’s why you can spot a smile in a car’s headlights or a friendly face in a piece of toast.

That subtle noodle smile is a very effective behavioral strategy.

In busy grocery aisles, our attention is fleeting. Brands have milliseconds to connect. Adding a visual cue that feels warm, familiar, and human (even if we don’t consciously recognize it) can mean the difference between grabbing the box…or walking on by.

That’s what made my toddler ask for the smile one. He didn’t say “Kraft.” He didn’t say “blue box” or even “the one with a single noodle on the front.” He didn’t need to because that little design detail spoke to him in a way he could understand.

What You Can Learn From This

Whether you’re updating a product, reworking your packaging, or navigating customer expectations around change, Kraft’s approach holds some valuable lessons:

• Let behavior lead. If you’re confident the new version is good (and regulations/context allow), let people experience it first. You may avoid biasing their perception.
• Don’t over-explain. Especially when making something “healthier,” too much signaling can create resistance instead of reassurance.
• Design emotionally, not just visually. Small cues, like a single happy noodle, can stir feelings people don’t have language for. That’s the stuff that builds loyalty.

And remember: your customers are human. They’re busy. Their brains are running on instinct most of the time. So, the details you think they won’t notice? Those might be doing the most work of all.

Want More Brainy Stories Like This?

This Kraft case study is just the beginning. Hacking the Human Mind is packed with real brainy brand examples from Starbucks’ PSL to Amazon Prime, Dyson, Aperol Spritz, Snickers, Red Bull, Liquid Death, Klarna, and more.

Each one unpacks the psychology behind why customers do what they do and how brands can show up more thoughtfully, more strategically, and more human.

And, of course, if you want to dig deeper into this topic, listen to my conversation with Richard and MichaelAaron on The Brainy Business podcast. It’s full of gems, I think you’ll love.

Out of curiosity, did you know what my kid meant by “the smile one” right away? Are there any other brands with iconic imagery like this that you love? Come share it in the comments.

Thanks for reading. Until next time, BE thoughtful.

Melina