This might (or might not) work for Kraft, but let me tell a cautionary tale. Those that hang on my every word have read me mention that I train dogs at the local animal shelter. Some dogs need to be taught how to be civilized members of society before adoption, so that's what my wife and I help with. Food is a great motivator, and we used to use these logs of dog food (Natural Balance, for those that care). Chop 'em up into tiny little cubes, makes a great and inexpensive training treat. Dogs love them.
Well, dogs used to love them. You see, Natural Balance changed their formula without telling anyone. I'm going to guess that the most common use for Natural Balance dog food is to make treats, not a meal for dogs. The new formula crumbles when you try to cut it, and here's the important part: dogs won't eat it. So Natural Balance dog food is no longer fit for the most common purpose I see in personal observation. No trainer, pro or amateur, that I know of uses it anymore. The hoity-toity major pet food chain in Seattle no longer carries it.
No worries, Red Barn makes a tasty equivalent, so we use that now. But here's the kicker: even if Natural Balance pulled a Coca-Cola and put the old formula back, they've still lost us for an indefinite period (if not permanently). Why? Because we'd never know. We found an adequate substitute, Natural Balance is no longer on our radar, and it's not like The Dog Food Blog is in my RSS so I'd know when NB came to their senses.
One might get away with this with people food, as kids are more likely to bug Daddy with "but I want Kraft!" than a dog is to bug their handler with "What's this Red Barn crap? I want Natural Balance!" But if kids won't eat it, as implied by other comments, then Dad might try another brand, the kids love it even more than Kraft, and Kraft just falls off a family's radar. Because it seems to me that Kraft, as with Coke before them, assumes a brand loyalty that might or might not exist.