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Kraft Heinz has entered the plant-based desserts category with its first-ever oat milk-based product, under its Jell-O brand in the US: Jell-O Oat Milk Chocolate Pudding.

The new pudding is claimed to deliver the same signature creamy texture and rich chocolate taste of Jell-O’s traditional products, now offered in a lactose-free and vegan format.

Kraft Heinz said it selected oat milk, the fastest-growing dairy alternative milk, for its first venture in the plant-based space due to its creamy consistency and mild flavour. The brand is debuting the oat milk-based line with a chocolate flavour in homage to the first-ever pudding flavour Jell-O released back in the 1930s.

The launch aims to meet evolving consumer needs as research shows that more than 30% of American consumers are lactose intolerant. Furthermore, pudding is one of the most popular desserts in the US, with data from Linkage Research & Consulting finding that four in five parents have expressed interest in dairy alternative versions – but that current market offerings are limited, falling short on taste and texture.

Lauren Gumbiner, associate director of marketing desserts at the Kraft Heinz Company, said: “Jell-O has always set the standard for creamy and great-tasting desserts that families across the country can enjoy”.

“As our fans’ diets and preferences change, we’re evolving our portfolio alongside them. Our chocolate pudding is a timeless classic, and now, thanks to our lactose-free and vegan oat milk version, we’re excited to give more families the opportunity to enjoy it.”

Jell-O Oat Milk Chocolate Pudding is now available in packs of four at major retailers across the US.