Mac and cheese goes dairy-free with Kraft NotMac&Cheese launch

By Deniz Ataman

- Last updated on GMT

Source: The Kraft Heinz Not Company
Source: The Kraft Heinz Not Company

Related tags NotCo Kraft heinz plant-based mac and cheese

The pantry staple by The Kraft Heinz Not Company features a plant-based sauce made of fava bean protein and coconut oil powder in two flavors—original and white cheddar—priced at $3.49 a box on shelves this month and continuing its rollout in early 2024. This is the joint venture’s third launch in a year, building on its plant-based KRAFT NotCheese Slices and NotMayo.

In partnership with plant-based food technology company, TheNotCompany, Kraft Heinz continues its path in offering non-dairy options for its most popular products as consumers seek plant-based foods. 

“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. NotCo brings its revolutionary AI technology that has a proven track record in creating mouthwatering plant-based foods to Krat – the beloved mac & cheese brand that sells over a million boxes everyday. Leveraging the strengths of both companies, we’re offering the creamy and comforting experience Krat Mac & Cheese fans have loved over 85 years – without dairy,” Lucho Lopez-May, CEO, The Kraft Heinz Not Company said in a statement​.

Plant-based food sector still poised for growth amidst inflationary pressures

With 6.6% growth in dollar sales, the plant-based food market reached $8bn in 2022, according to data​ from The Plant-Based Food Association (PBFA). Despite a 3% decline in unit sales across plant-based, animal-based and total food in 2021 due to inflation, plant-based foods saw a 10% increase in average retail price, compared to a 15% increase in animal-based foods, the association reported.

“Consumers are now seeking out plant-based options in even the most nascent categories, with consistent annual growth despite persistent industry challenges. This growth is directly connected to continued innovation and increasing distribution to meet evolving consumer needs,” PBFA’s report stated.

Additionally, PBFA reported that plant-based food saw 60% household penetration and an 80% repeat rate in 2022, underscoring consumers’ continued interest in purchasing dairy-free and animal-free options despite higher prices.

Research​ by EAT shows that 42% of consumers say that they will be consuming more plant-based food over meat in the next 10 years, highlighting the potential of the sector to attract more consumers, particularly younger consumers—with 40% and 43% of Gen Z and Millennials, respectively, who are interested in trying plant-based diets.



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