The Kraft Heinz Not Company has launched KRAFT NotMac&Cheese, the first plant-based KRAFT Mac & Cheese in the United States.

According to The Kraft Heinz Not Company – a joint venture between Kraft Heinz and TheNotCompany – while distribution for ‘better-for-you’ mac & cheese products is outpacing the overall category by more than six to one, less than 30% percent of plant-based mac & cheese buyers are repeating purchases due to the taste and texture.

The company says the new product aims to address consumers’ plant-based preferences and evolving needs.

Kraft plant-based Mac and Cheese.
Image via The Kraft Heinz Not Company.

“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 company says it develops its plant-based products with assistance from its patented A.I. platform Giuseppe, whose purpose is to find components similar to animal-based ingredients among the more than 300,000 edible plants known to exist.

KRAFT NotMac&Cheese is the third plant-based product to be launched in a year by the joint venture, following KRAFT NotCheese Slices and NotMayo.

The Kraft Heinz Not Company said it will continue its plans to scale into several more categories and begin international expansion in 2024.

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