By the end of the year, consumers in Australia and New Zealand will no longer see Kraft on shelves.

The iconic brand has graced grocery stores for more than 90 years.

Adam Ferrier, consumer psychologist says the brand has slowly been removed.

“Some years ago they started to migrate the Kraft name off, and it has just gotten smaller and smaller over years,” Mr. Ferrier told 3AW Breakfast.

Items such as Vegemite, Peanut Butter and Cheese Singles will now feature new names.

“They are just going to migrate it off all their brands.

“If you look at peanut butter, it’s got a new little endorsement brand called the Good Nut.”

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