This is the big one. Kraft Heinz Not Company – a joint venture between Kraft Heinz and The Not Company – is launching a plant-based version of Kraft’s popular Mac&Cheese.
“This is a tentpole moment for The Kraft Heinz Not Company, and we’re thrilled to launch Kraft NotMac&Cheese as our third innovation in the last twelve months,” said Jennifer Vega, associate director of disruptive innovation at Kraft Heinz. “This is really a moment where we are able to leverage the strength of both companies in the joint venture – the beloved mac & cheese brand that sells over a million boxes every day alongside NotCo’s revolutionary AI technology – to create a new plant-based product that offers the creamy and comforting experience fans have loved for over 85 years, without the dairy.”
The brand will offer two versions of Kraft NotMac&Cheese, a traditional macaroni and cheese and a white cheddar flavor. The product was developed in response to both increasing consumer demand for plant-based products and consumers’ disappointment in other plant-based macaroni and cheese offerings.
“We know that the largest pain points consumers continue to experience with plant-based mac & cheese are taste and texture,” Vega said. “With The Kraft Heinz Not Company, it’s our mission to create plant-based versions of fan-favorite foods that taste like the real thing, yet don’t require people to drastically change their eating habits.”
Vega declined to discuss details of the company’s marketing plans for the product. Earlier this year, the Kraft Heinz Not Company introduced a line of plant-based sliced cheese for its first national product rollout.
