The Kraft Heinz Not Company has launched Kraft NotMac&Cheese, the brand’s first-ever plant-based mac and cheese in the US.
This latest innovation is the third to launch in a year from The Kraft Heinz Company and TheNotCompany (NotCo)’s joint venture launched last year, which aims to create ‘mouthwatering plant-based foods for all’.
Research from Numerator found that less than 30% of plant-based mac and cheese buyers are repeating purchase due to taste and texture. With its new offering, The Kraft Heinz Not Company aims to address consumers’ plant-based preferences and evolving needs with two mac and cheese products.
Available in original and white cheddar flavours, Kraft NotMac&Cheese will begin rolling out on shelves across the US now through early 2024. It follows the launch of Kraft NotCheese Slices and NotMayo. The company said it plans to scale into several more categories and begin international expansion next year.
Lucho Lopez-May, CEO of The Kraft Heinz Not Company, said: “The Kraft Heinz Not Company creates plant-based versions of fan-favourite foods that taste like the real thing, yet don’t require people to drastically change their eating habits”.
He added: “NotCo brings its revolutionary AI technology that has a proven track record in creating mouthwatering plant-based foods to Kraft – the beloved mac and cheese brand that sells over a million boxes every day. Leveraging the strengths of both companies, we’re offering the creamy and comforting experience Kraft Mac & Cheese fans have loved for over 85 years – without the dairy.”
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