Kraft is launching completely plant-based versions of its classic original and white cheddar mac and cheese nationwide in the United States!
Rolling out from now until early 2024, the new vegan mac and cheese is Kraft’s third venture with dairy-free company NotCo. A Chilean startup, NotCo uses AI technology to create sustainable, ethical plant-based versions of dairy products. Lucho Lopez-May, CEO of The Kraft Heinz Not Company, said in a statement:
By 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.
In June of this year, The Kraft Heinz Company released three flavors of Kraft vegan cheese slices nationwide. Available in American, provolone, and cheddar, NotCheese slices are classic Kraft singles reimagined, made with water, coconut oil, modified starch, and chickpea protein.
NotCheese slices debuted for a limited test run in Ohio, where they quickly became a hit. In fact, a reported 91% of shoppers interviewed shared overwhelmingly positive impressions. NotCo’s head of marketing and strategy, Katie Pekarek, elaborated on the test’s success:
The decision to expand nationally was based on our successful Cleveland test market that ran for 16 weeks starting in November 2022. Kraft NotCheese Slices quickly became the #1 branded plant-based slice in dollar sales.
The company also released NotMayo—a delicious vegan version of Kraft mayonnaise—this year just in time for the Fourth of July. According to Pekarek, “plant-based is one of the fastest growing segments in food and beverage, exceeding total food sales growth by three times.”