US | The Kraft Heinz Not Company LLC launched KRAFT NotMac&Cheese, an innovative plant-based KRAFT Mac & Cheese in the United States. KRAFT NotMac&Cheese is the third innovation to launch in a year from The Kraft Heinz Company and TheNotCompany, Inc. joint venture, which aims to create mouthwatering, plant-based foods for all.
The plant-based industry continues to grow, with distribution for better-for-you mac & cheese products outpacing the overall category by more than six times. However, less than thirty percent of plant-based mac and cheese buyers repeat purchases as taste and texture remain their most significant pain points. Now, through the iconic KRAFT Mac & Cheese brand, The Kraft Heinz Not Company aims to address consumers' plant-based preferences and evolving needs by debuting two great-tasting plant-based mac and cheese offerings.
"The Kraft Heinz Not Company creates plant-based versions of fan-favourite foods that taste like the real thing, yet don't require people to change their eating habits drastically," said Lucho Lopez-May, CEO of The Kraft Heinz Not Company.
"NotCo brings its revolutionary AI technology with a proven track record in creating mouthwatering plant-based foods to KRAFT. 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."
KRAFT NotMac&Cheese is the latest example of Kraft Heinz's portfolio expansion to support its ambition to increase plant-based offerings across a broader range of brands and categories. Further, the launch builds on The Kraft Heinz Not Company's current plant-based offerings, including KRAFT NotCheese Slices and NotMayo.
The Kraft Heinz Not Company will continue its plans to scale into several more categories and expand internationally in 2024.
