Kraft Heinz Not Company
Kraft Heinz on Wednesday announced it is offering plant-based mac and cheese for the first time in the product’s history, and it will come in two flavors: original and white cheddar.
The product is from the Kraft Heinz Not Company, a joint venture between Kraft Heinz and NotCo, which specializes in plant-based foods. According to the company, as the plant-based market grows, macaroni and cheese products are outpacing the overall category by more than six times, but consumers have been left with a bad taste in their mouths.
Less than 30 percent of plant-based mac & cheese buyers are repeating purchase as taste and texture remain their largest pain points, the company said. So America’s most iconic mac and cheese brand is stepping in to give the people what they crave.
“The Kraft Heinz Not Company creates plant-based versions of fan-favorite foods that taste like the real thing, yet dont require people to drastically change their eating habits,” Lucho Lopez-May, CEO of the Kraft Heinz Not Company, said in a statement.
NotCo brings its revolutionary AI technology that has a proven track record in creating mouthwatering plant-based foods to Kraft – the beloved mac & cheese brand that sells over a million boxes every day, Lopez-May said. Leveraging the strengths of both companies, were offering the creamy and comforting experience Kraft Mac & Cheese fans have loved for over 85 years – without the dairy.”
The Kraft Heinz Not Company previously launched the plant-based NotCheese Slices and NotMayo. The company said it plans to add products in several more categories in 2024.
TMX contributed to this article.