Today, The Kraft Heinz Not Company LLC (“The Kraft Heinz Not Company”) launched KRAFT® NotMac&Cheese, the first-ever, 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 (Nasdaq: KHC) (“Kraft Heinz”) and TheNotCompany, Inc. (“NotCo”) joint venture, which aims to create mouthwatering, plant-based foods for all.
The Kraft Heinz Not Company launches KRAFT NotMac&Cheese, the first-ever, plant-based KRAFT Mac & Cheese in the United States. (Photo: Business Wire)
Today, The Kraft Heinz Not Company LLC (“The Kraft Heinz Not Company”) launched KRAFT® NotMac&Cheese, the first-ever, 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 (Nasdaq: KHC) (“Kraft Heinz”) and TheNotCompany, Inc. (“NotCo”) 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.1 However, less than thirty percent of plant-based mac & cheese buyers are repeating purchase as taste and texture remain their largest pain points.2 Now, through the iconic KRAFT Mac & Cheese brand, The Kraft Heinz Not Company aims to address consumers’ plant-based preferences and evolving needs with the debut of two great-tasting plant-based mac & cheese offerings.
“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,” says Lucho Lopez-May, CEO, The Kraft Heinz Not Company. “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 Company’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.
Available in Original and White Cheddar flavors, KRAFT NotMac&Cheese will begin rolling out on shelves nationwide now through early 2024. For more information and to stay up to date on all things NotCo, KRAFT Mac & Cheese, and Kraft Heinz, follow along on Instagram (@NotCoUS, @kraft_macandcheese, @kraftheinzus) and TikTok (@NotCoUS, @maccheesebykraft, @hereatkraftheinz).
1IRI Total US Multi Outlet WE 6/4/23, Circana Goodles Analysis May 2023
2Numerator, Plant based Mac & Cheese purchasers vs. Mac & Cheese purchasers, April 2023
Source: Company Press Release