The Kraft Heinz Not Company LLC, a joint venture between Kraft Heinz and TheNotCompany, Inc., has launched KRAFT NotMac&Cheese, marking the debut of the first-ever plant-based KRAFT macaroni and cheese in the US. It will be available in Original and White Cheddar flavors, with plans to roll out nationwide from now to early 2024.
This aligns with Kraft Heinz’s findings, which indicate that less than 30% of plant-based macaroni and cheese buyers are repeating purchasers as taste and texture remain their largest pain points.
“The Kraft Heinz Not Company creates plant-based versions of fan-favorite foods that taste like the real thing, yet don’t require people to drastically change their eating habits,” explained CEO Lucho Lopez-May. “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.
“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.”
Kraft Heinz moves into more plant-based products
Such an initiative was designed to meet growing consumer demand for better-for-you mac and cheese options — offering healthier options for simple meals. Studies show that around 50% of consumers across different age groups list healthy eating as a top priority. A third prioritize sustainable eating, as well, and see healthier foods as a direct way to combat the food industry’s impact on the planet.
Kraft Heinz is one of many companies aiming to provide such alternatives. It has already developed a range of plant-based products globally, including offering a plant-based option for its popular Philadelphia Cream Cheese.
NotCo aims to widen this market by introducing more non-dairy alternatives to its best-selling items. It builds on existing plant-based products from The Kraft Heinz Not Company, including KRAFT NotCheese Slices and NotMayo. The company plans to further expand into various categories and begin international expansion in 2024.
