Photo by Hermes Rivera on Unsplash
A New Plant-Based, Non-Diary Kraft NotMac&Cheese Is Revealed
December 1, 2023
In a promising move for plant-based food, The Kraft Heinz Not Company recently introduced the KRAFT NotMac&Cheese, making it the first-ever dairy-free and plant-based KRAFT Mac & Cheese offering in the United States. This innovation marks the third launch within a year from the joint venture of The Kraft Heinz Company and TheNotCompany Inc., both of which are committed to delivering plant-based food options to all.
The launch comes amidst the rapid growth of the plant-based food sector, showing that healthier alternatives for mac & cheese are reaching consumers at a rate more than six times higher than the overall category. However, there’s a catch — less than 30% of plant-based mac & cheese consumers are repeat buyers, as the search for the perfect taste and texture continues. To help bridge this gap, The Kraft Heinz Not Company has stepped up with the introduction of two new plant-based mac & cheese options under the well-loved KRAFT brand.
“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. 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.”
Lucho Lopez-May, CEO, The Kraft Heinz Not Company, via Press Release
KRAFT NotMac&Cheese is the newest addition to Kraft Heinz’s growing portfolio, further illustrating its commitment to expanding plant-based offerings across a broader range of brands and categories. The product joins the Kraft Heinz Not Company’s current plant-based lineup, which includes KRAFT NotCheese Slices and NotMayo. As the company looks to the future, more plant-based food category entries are expected, along with plans for international expansion beginning in 2024.
The new plant-based KRAFT NotMac&Cheese, available in Original and White Cheddar flavors, is set to debut in stores nationwide between now and early 2024.
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