General Mills is dropping the hamburger from Hamburger Helper.
The dry food mix has been renamed Helper in an effort to appeal to younger consumers and men, who have gravitated to the product, according to a report in Bloomberg Businessweek.
The relaunch comes as Helper faces competition from rival Kraft's Velveeta Cheesy Skillets, which launched two years ago, according to the Star Tribune.
Hamburger Helper launched in 1971 and was followed by Chicken Helper and Tuna Helper. The mascot, Lefty, is sticking around.