Kraft Heinz launches plant-based mac & cheese
The product, which starts hitting shelves this week, is the third innovation launched by the CPG giant and food tech company NotCo in just over a year.
Kraft Heinz is launching a plant-based Kraft Mac & Cheese as part of its joint venture with NotCo, the companies said. It’s the first plant-based offering for the popular brand in the U.S.
The joint venture Kraft Heinz established with NotCo in 2022 is wasting little time tapping into the expertise of each company to bring new products to market. Citing IRI data, Kraft Heinz and NotCo noted that the distribution of better-for-you mac and cheese products is outpacing the overall category by more than six times. Despite this growth, Numerator observed that fewer than 30% of plant-based mac and cheese buyers are repeating purchases due to taste and texture not hitting the spot. Kraft Heinz, which sells more than 1 million boxes of its signature Mac & Cheese with dairy each day, could be a big winner if its newest launch proves successful.
Kraft NotMac&Cheese sauce contains plant-based ingredients such as fava bean protein and coconut oil powder, according to The Kraft Heinz Not Company. It also has no artificial dyes and a similar taste, look and feel to dairy-based mac & cheese. It will be available in Original and White Cheddar flavors, with the products beginning to reach store shelves this week.
Mac & Cheese is the third innovation to launch in just over a year from The Kraft Heinz Not Company partnership. Previously, the two companies debuted plant-based versions of sliced cheese and mayonnaise.
Related news
World’s biggest dairy company rolls out plant-based brand
Lactalis has launched a new plant-based brand called “Enjoy!”. The…
Read more >Barilla stops production of plant-based Tolerant Foods pastas
Barilla Group stops manufacturing its minimally processed legume-based pasta products…
Read more >Flora Plant ice cream base
New Flora Professional 100% plant-based, allergen-free ice cream mix! It…
Read more >Related news
Large companies are resistant to economic uncertainty
Restrained expectations characterize the domestic corporate sector for the next…
Read more >Company trend in 2024: a more positive half-year, but still a negative message
The lowest number of companies in the last five years…
Read more >The Hungarian Marketing Association for the supply of the profession
The Hungarian Marketing Association is actively working for the future…
Read more >