The first-ever plant-based KRAFT Mac & Cheese was introduced in the US by The Kraft Heinz Not Company LLC under the brand name KRAFT® NotMac&Cheese. The third product from The Kraft Heinz Company joint venture to be released in a year is KRAFT NotMac&Cheese.
The distribution of healthier mac & cheese products is outpacing the category as a whole by a factor of more than six.
However, taste and texture continue to be the biggest complaints for less than 30% of plant-based mac & cheese consumers, who are unlikely to make another purchase.
With the introduction of two delicious plant-based mac & cheese options, The Kraft Heinz Not Company hopes to satisfy consumers’ changing needs and plant-based preferences through the iconic KRAFT Mac & Cheese 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,” says Lucho Lopez-May, CEO.
The Kraft Heinz Not Company is bringing its cutting-edge AI technology to KRAFT, the cherished mac & cheese brand that sells more than a million boxes a day. This technology has a track record of producing delicious plant-based foods.
We are providing the creamy, comforting experience that fans of KRAFT Mac & Cheese have enjoyed for over 85 years, but without the dairy, by combining the strengths of both businesses.
The most recent example of Kraft Heinz’s portfolio diversification in support of its goal to boost plant-based offerings across a larger range of brands and categories is KRAFT NotMac&Cheese.
Additionally, the launch expands upon the plant-based products that The Kraft Heinz Not Company currently offers, such as KRAFT NotCheese Slices and NotMayo. Future plans call for The Kraft Heinz Not Company to expand into multiple new categories and start operating internationally in 2024.
KRAFT NotMac&Cheese, which comes in Original and White Cheddar flavors, will go on sale nationwide starting in early 2024. Follow @NotCoUS, @kraft_macandcheese, and @kraftheinzus on Instagram and @NotCoUS, @maccheesebykraft, and @hereatkraftheinz on TikTok for more details and to be informed about everything NotCo, KRAFT Mac & Cheese, and Kraft Heinz.