KRAFT Macaroni and Cheese has launched an iPad app to save thousands of boxes of KRAFT Mac wasted for macaroni art. Now fans of this kind of art can create an unlimited number of applications using digital macaroni. 

A TV commercial shows a girl who is absorbed by a creative process and surrounded by lots of macaroni, and it makes her bro and dad who just came home to stiffen in slack jawed. The slogan and the app title is ‘The Dinner, Not Art.’ iPad users can download it for free and Kraft promises to roll out the same app for Windows PC and laptop too.

The initiative is not only for fan or promotion; KRAFT will donate 10 real noodles to Feeding America for every digital noodle used in the app, up to 110,000,000 noodles.

Using the app for iPad, people can choose canvas, place, rotate and size noodles, and use the paintbrush to create their macaroni masterpiece and then share it on KRAFT’s Macaroni Masterpiece Gallery on our Facebook and Pinterest pages. The works can be “glued down” and saved to their digital refrigerator. Earlier this year, KRAFT Macaroni & Cheese ran a humorous social-media featuring two old ladies.

Another popular pasta brand, Barilla, is also intended to save its product from inappropriate use and tackle food waste.

The Barilla Center for Food & Nutrition has launched a study at a policy debate in Brusselsto discuss the issue. The event was attended by over 200 participants from public institutions, trade associations, businesses, universities and civil society. The participants suggested their ideas on how to avoid food waste. After the debate, Academia Barilla chefs of how one can make delicious dishes using leftovers and using all parts of the products.