Kraft Heinz has seen sales increase since the pandemic started as consumers have been stocking up on their favorite pantry comfort foods. In Q3, the company reported a 6% increase in net sales over 2019 (Full 2020 results will be released next month). During the pandemic, Kraft Heinz's Mac & Cheese marketing has captured imaginations in both good and bad ways. Last August, thebrand positioned itself as a breakfast food, citing company research that parents were already doing so in order to offer something their kids would eat without complaint. As part ofthe promo, the company replaced the word "dinner" with "breakfast" on its boxes. On the other end of the spectrum, the brand's cheeky "Send Noods" campaign timed to National Noodle Day on October 6 was the subject ofsocial media backlash, with some saying the brand had "sexualized" its food.Kraft Heinz pulled the campaign in response.