A majority of Generation Z struggles with food guilt and anxiety, heavily influenced by societal perceptions of food morality.

To boldly challenge these notions, Kraft launched Immaculate during New York Restaurant Week. Immaculate, a playful fine dining experience, turned patrons' own boxes of Kraft Mac & Cheese into whimsical dishes and gave all a chance to celebrate food joyfully, like a kid again.

Marked by a Michelin star and #FoodTok fervor, Immaculate’s success signified a dramatic cultural shift toward embracing food comfortably and without judgment.