The household mac & cheese brand ventures into the plant-based space.
In a groundbreaking move, the Kraft Heinz Not Company proudly launches Kraft NotMac&Cheese, marking the debut of the first-ever plant-based Kraft Mac & Cheese in the United States. This innovative launch is the result of a joint venture between Kraft Heinz Company and TheNotCompany (NotCo), aiming to revolutionize plant-based foods.
Plant-Based Revolution: Addressing Taste and Texture Concerns
The plant-based industry is flourishing, with better-for-you mac & cheese products leading the charge, outpacing the overall category sixfold. Despite this growth, taste and texture have been persistent pain points, causing less than thirty percent of plant-based mac & cheese buyers to become repeat customers. KRAFT NotMac&Cheese seeks to change that narrative by introducing two delectable plant-based mac & cheese offerings under the iconic KRAFT Mac & Cheese brand.
The Magic of AI Technology and Iconic Flavor Fusion
“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,” said Lucho Lopez-May, CEO of The Kraft Heinz Not Company. “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 everyday. 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.”
Portfolio Expansion and Future Plans
Kraft NotMac&Cheese is the latest addition to Kraft Heinz's expanding portfolio of plant-based offerings, complementing products like Kraft NotCheese Slices and NotMayo. Looking ahead, the Kraft Heinz Not Company has ambitious plans to scale into multiple categories and initiate international expansion in 2024.
Nationwide Rollout and Flavors
Available in both Original and White Cheddar flavors, Kraft NotMac&Cheese will roll out on retail shelves nationwide from now through early 2024. Stay connected and updated on all things NotCo, Kraft Mac & Cheese, and Kraft Heinz by visiting KraftHeinzCompany.com or following the respective brands on Instagram.
