Kraft debuts first plant-based mac and cheese in U.S.
KRAFT NotMac&Cheese is the third innovation to launch in a year from The Kraft Heinz Co. and TheNotCompany, Inc. joint venture.
The Kraft Heinz Not Co. LLC launched KRAFT NotMac&Cheese, it first 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 Co. and TheNotCompany, Inc. joint venture. Available in Original and White Cheddar flavors, KRAFT NotMac&Cheese will begin rolling out on shelves nationwide now through early 2024.
"Now, through the iconic KRAFT Mac & Cheese brand, The Kraft Heinz Not Co. aims to address consumers’ plant-based preferences and evolving needs with the debut of two great-tasting plant-based mac & cheese offerings, the company stated.
“The Kraft Heinz Not Co. 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 Co. “NotCo brings its revolutionary AI technology that has a proven track record in creating mouthwatering plant-based foods to KRAFT – the beloved mac & cheese brand that sells over a million boxes every day. 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 in support of its ambition to increase plant-based offerings across a wider range of brands and categories. Further, the launch builds on The Kraft Heinz Not Co.'s current plant-based offerings which include KRAFT NotCheese Slices and NotMayo.
Looking ahead, The Kraft Heinz Not Company will continue its plans to scale into several more categories and begin international expansion in 2024.
Photo courtesy of Kraft.
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