The Kraft Heinz Not Company has launched a dairy-free version of its easy pasta favourite – Plant-Based Kraft and Cheese.
Available in two flavours – original and white cheddar – the two products are the result of the food KRAFT conglomerate and one the giant’s smaller own brands, the Australian brand NotCheese.
Fans of the comfort food will be delighted to know that NotMac&Cheese will begin rolling out on shelves nationwide throughout the US now through early 2024.
The product comes amid growth of the plant-based market, with a statement saying its launch comes as ‘distribution for better-for-you mac & cheese products outpaces the overall category by more than six times’.
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Plant-Based Based and Cheese
“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,” Lucho Lopez-May, CEO, The Kraft Heinz Not Company said in a press statement about the product.
“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.
Hungry for some delicious cheesy pasta? Make your own with our recipe for Easy Vegan Mac and Cheese
Featured photo © Kraft Heinz Company
