KD serves up refreshed branding

KD has refreshed its branding for the first time in nearly a decade, introducing a new logo, packaging and upgraded brand platform, “Gotta be KD.”

The brand says the new look celebrates the cheesy noodle’s legacy while featuring contemporary elements that appeal to younger consumers. 

"Today's societal pressures can make it difficult to find moments to escape the noise and reconnect with your true self, but when Canadians sit down with a bowl of KD, it's like experiencing a deep personal connection with their favorite dish – especially when it's personally customized and prepared just the way they like it," said Scott Lougheed, associate director, marketing at Kraft Heinz, in a statement. "As a brand that has always celebrated originality and self-expression, the 'Gotta be KD' platform empowers people to embrace their true selves, creatively showcases how KD is the ultimate convenient dish for every occasion and, most of all, encourages fans to feed the real you."

The brand also announced Cancel Coverage, a fund designed to help Canadians cover restaurant reservation cancellation fees when they choose to eat at home. 

For the next month, the first 500 Canadians who upload their cancellation fee receipt on kdcancelcoverage.ca can receive a partial reimbursement up to $25 on a first come, first served basis.