-NewsDesk(cbedit@imaws.org)
Kraft Heinz is set to launch a plant-based version of its iconic Kraft Mac & Cheese, marking the brand’s first foray into the U.S. plant-based market. The release is part of the joint venture established with NotCo, a Chile-based company renowned for utilizing artificial intelligence (AI) in reimagining traditional food items with plant-based ingredients.
Named Kraft NotMac&Cheese, the product will be available in both Original and White Cheddar flavors, hitting store shelves this week. This follows the successful introduction of plant-based sliced cheese and mayonnaise by the Kraft Heinz Not Company partnership in the past year. The collaboration capitalizes on the strengths of both entities, with Kraft Heinz’s extensive scale and portfolio of well-known brands complemented by NotCo’s innovative use of AI, specifically its platform called Giuseppe.
Despite Kraft Heinz’s prior international ventures into plant-based products, the partnership with NotCo underscores the strategic importance of bringing some of its best-selling items into the non-dairy arena. NotCo’s AI platform plays a pivotal role in redesigning traditional food products with plant-based ingredients.
Kraft NotMac & Cheese aims to address challenges faced by previous plant-based offerings in the category, particularly concerning taste and texture. The companies cited data from IRI indicating that better-for-you mac and cheese products are outpacing the overall category by more than six times. However, Numerator observed that taste and texture concerns led to less than 30% of plant-based mac and cheese buyers making repeat purchases. With Kraft Heinz selling over 1 million boxes of its signature dairy-based Mac & Cheese daily, the introduction of a non-dairy option could potentially be a game-changer. The company aims to offer a plant-based alternative that retains the creamy and comforting experience loved by Kraft Mac & Cheese fans for over 85 years.
The Kraft NotMac & Cheese sauce features plant-based ingredients such as fava bean protein and coconut oil powder, ensuring a similar taste, look, and feel to dairy-based mac & cheese. Notably, it contains no artificial dyes. In terms of packaging, the new plant-based mac & cheese prominently features the familiar blue, red, and white Kraft Mac & Cheese logo, with the NotCo image displayed in the lower right corner. This strategic approach aims to tap into the broad consumer awareness associated with the household staple.
The partnership between NotCo and Kraft Heinz is expected to yield more plant-based innovations in the future, with additional products anticipated next year. Both companies have expressed plans to continue scaling across seven categories and expand the joint venture’s international reach in 2024. The collaboration seeks to provide consumers with plant-based alternatives that seamlessly integrate into their culinary preferences without compromising on taste and familiarity.
