Talk about the blue box blues.
A TikTok user named Abby has been in a back-and-forth battle with Kraft Mac & Cheese—and the internet is eating it up. It all started when Abby posted a video on TikTok Nov. 20, expressing her frustration after she purchased four boxes of the gluten-free mac and cheese product, and each one came without the sauce packet.
“I have gotten now four boxes of gluten-free mac and cheese that do not have a sauce packet inside,” Abby said. “All four boxes have been brought in separate locations even in different cities.”
Abby—who is the director of a Pet Adoption company—cannot eat gluten, as she has lived with Celiac disease for the last five years. According to The Mayo Clinic, Celiac disease “is an illness caused by an immune reaction to eating gluten. Gluten is a protein found in foods containing wheat, barley or rye.”
Hence, why Abby feels so personal to the gluten-free Kraft Mac and Cheese.
Abby noted that she took the proper steps in sharing her customer service issue by reaching out to the company, filling out the form on their website. In return, she was gifted with a coupon to purchase another box of the product. However, according to Abby, she would go to the store, use the coupon, and get another cheese sauce-less box of the product.
As Abby expressed in her video, she’s not looking for free things, just for the company to address the production issue.
In a TikTok video posted Nov. 21, Abby began by addressing the Kraft Mac and Cheese account directly and explaining how her experience as a person with gluten-free dietary restrictions has become isolating.
“I would like you to understand that being gluten-free for almost five years now and having celiac disease has felt very isolating to me,” Abby said. “I have been working with a therapist and a dietitian to work on this with me. But I have comfort foods that I fall back on and Kraft Mac and Cheese your gluten-free line of mac and cheese has been my main comfort food. I wasn’t joking in my last video when I said I eat your mac and cheese all the time.”
Abby then went on to address the comment, “This does not make it feel like a comfort food anymore. This does not make it feel safe. This feels more isolating, this is not helping my relationship with food and I want you to understand that. This is more than mac and cheese to me.”
She continued, “This made me feel like you think I am lying.”
Abby also called out the Kraft Mac and Cheese account for telling other users across the internet that they have been in touch with her about the issue, after it replied to a comment under one of their videos telling another user they were in contact with Abby.
Indeed, Abby believed she had enough receipts, proof and timelines to determine that was a lie.
In a TikTok video posted Nov. 21, Abby began by addressing the Kraft Mac and Cheese account directly and explaining how her experience as a person with gluten-free dietary restrictions has become isolating.
“I would like you to understand that being gluten-free for almost five years now and having celiac disease has felt very isolating to me,” Abby said. “I have been working with a therapist and a dietitian to work on this with me. But I have comfort foods that I fall back on and Kraft Mac and Cheese your gluten-free line of mac and cheese has been my main comfort food. I wasn’t joking in my last video when I said I eat your mac and cheese all the time.”
Abby then went on to address the comment, “This does not make it feel like a comfort food anymore. This does not make it feel safe. This feels more isolating, this is not helping my relationship with food and I want you to understand that. This is more than mac and cheese to me.”
She continued, “This made me feel like you think I am lying.”
Abby also called out the Kraft Mac and Cheese account for telling other users across the internet that they have been in touch with her about the issue, after it replied to a comment under one of their videos telling another user they were in contact with Abby.
Indeed, Abby believed she had enough receipts, proof and timelines to determine that was a lie.
And the internet was hilariously on Abby’s side. In the comments under multiple post on the official product account, users have stood one business as they make sure the company knows there’s a big issue.
“Kraft Mac and Concepts of Cheese,” one user wrote. Another writing, “How much is the sauce packet? I heard their sold separately now.” Another comment read; “*sauce sold separately.”
Kraft heard the message loud and clear. Abby returned to TikTok on Nov. 21 with good news. According to the viral sensation, she got a personal call from a man named Larry who is an executive at Kraft Heinz company’s corporate who made it right.
Abby noted that Larry was “very very very kind” and apologetic during their call. Larry told her that they are conducting an internal investigation, and didn’t ask her to take down any of her videos. Abby said that she told Larry that she still doesn’t want any free product, which he replied, “Don’t be upset if we send you something.”
Abby also told Larry that he should be in contact with the social media team about their best practices, as she—and TikTok users—felt gaslit by the response to her video.
In fact, Abby reiterated that she doesn’t want to stop buying Kraft Mac and Cheese as she feels her issue was resolved.
However, she did have one more apology for the social media manager she is sure will face repercussions.
“I want to apologize to that frat boy who runs their social media because he’s probably going to be getting in trouble because of me” she said. “but it’s not actually because of me. It’s because of the way he responded.”
In the end, Abby didn’t just hear from Kraft. Abby shared that she received a gluten-free meals from Stouffers, California Pizza Kitchen and other food brands that heard her story.
“I think that’s the end of Mac and Cheese gate,” she said at the end of her video. “And thanks so much for all your support.”
Abby’s mac and cheese problems have been solved right in time for the holidays.