Rather than taking their customer base for granted, Kraft employs pasta architects (no, seriously) to create hundreds of new designs based on major deals with media companies and their intellectual properties.
Kraft’s problem is that their customers grow up and stop wanting to eat orange noodles (except for a brief period in university, when their most dedicated customers run a serious risk of developing scurvy), so Kraft entices new blood with shaped noodles and an army of lawyers to defend said shaped noodles.
Is it a mac ‘n’ cheese monopoly? We don’t really care as long as that Brontosaurus (Apatosaurus?) has adequate orange cheese-retention properties.
[How Kraft Uses Patents to Dominate the Mac and Cheese Wars – Smithsonian]