The Kraft Heinz Not Company LLC launched KRAFT® NotMac&Cheese, a plant-based KRAFT Mac & Cheese. KRAFT NotMac&Cheese is the third innovation to launch in a year from The Kraft Heinz Company and TheNotCompany, Inc. joint venture, which aims to create 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 30% 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 plant-based mac & cheese offerings.
Available in Original and White Cheddar flavors, KRAFT NotMac&Cheese will begin rolling out on shelves nationwide now through early 2024.
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
