Kraft Heinz and NotCo debut plant-based Mac & Cheese to expand vegan options

The Kraft Heinz Not Company LLC (“The Kraft Heinz Not Company”), in partnership with TheNotCompany, Inc. (“NotCo”), has announced the U.S. launch of KRAFT NotMac&Cheese. This marks the first-ever plant-based version of KRAFT Mac & Cheese, a classic favorite. It’s the third innovative product from the joint venture aimed at expanding plant-based food choices.

Addressing the Growing Demand for Plant-Based Foods

With the plant-based food industry experiencing significant growth, KRAFT NotMac&Cheese is launched at a time when consumer demand for better-for-you mac & cheese products is surging. However, challenges in taste and texture have hindered repeat purchases in the plant-based mac & cheese segment. This new offering aims to address these challenges, providing a satisfying alternative for both traditional and new consumers.

Kraft Heinz Not Company Introduces Plant-Based KRAFT NotMac&Cheese in the U.S. Photo courtesy of Business Wire.

Marrying Technology and Tradition

Lucho Lopez-May, CEO of The Kraft Heinz Not Company, emphasized the joint venture’s approach to creating plant-based versions of popular foods without compromising on taste. “NotCo brings its revolutionary AI technology to the beloved KRAFT brand, offering a dairy-free experience that doesn’t sacrifice the creamy, comforting taste that fans love,” he said.

Expanding Plant-Based Portfolio

KRAFT NotMac&Cheese is a key step in Kraft Heinz’s strategy to broaden its plant-based offerings. This launch follows the success of KRAFT NotCheese Slices and NotMayo, signaling a continued commitment to diversifying its product portfolio with sustainable, plant-based alternatives.

Future Plans for Growth

Looking forward, The Kraft Heinz Not Company plans to expand into more categories and begin international expansion in 2024. The new KRAFT NotMac&Cheese will be available in Original and White Cheddar flavors, rolling out nationwide through early 2024.

This launch marks a significant milestone for Kraft Heinz, as it continues to innovate and meet the evolving dietary preferences and sustainability concerns of consumers across the globe.