Kraft really wants consumers to know its signature comfort food has a healthy side.

In a new series of ads, the company is pushing its Kraft Macaroni and Cheese as packed with protein, according to Adweek.

The 30-second spot “Pots Galore” (see above) features a man stirring up a hefty portion of the yellow stuff. He cites the product’s protein content as the reason behind not cooking anything else for dinner.

“[The ads are] about making sure that these parents have the nutritional reassurance they need to feel better about serving Kraft Mac and Cheese,” Sara Braun, a senior marketing director on Kraft Macaroni and Cheese, told Adweek.

She said that the amount of protein in a serving of Kraft’s mac and cheese isn’t anything new — the new ads are just about boosting consumer awareness.