Industry Insight: Kraft Heinz has recognized plant-based desserts as a burgeoning segment that requires enhanced and more prominent options. The food giant highlighted that over 30% of Americans experience lactose intolerance, and nearly two million children are affected by milk allergies annually. Despite the plant-based desserts market—which is valued in the billions—experiencing double-digit growth, Kraft Heinz pointed out that existing products are limited and often lack in taste and texture.
“As consumer diets and preferences evolve, we are adapting our portfolio accordingly,” stated Lauren Gumbiner, associate director of marketing for desserts at Kraft Heinz. “Our chocolate pudding is a timeless classic, and now, with our lactose-free and vegan oat milk version, we’re excited to provide more families with the chance to enjoy it.” While sales of the chocolate oat-based pudding may not surpass the traditional version of the iconic Jell-O brand, it helps retain consumers who are avoiding dairy for health reasons or personal preferences, preventing them from seeking alternatives.
Kraft Heinz chose oat milk for its creamy texture and mild flavor, enabling Jell-O to replicate its signature taste and consistency. The global oat-based food market was valued at $5.2 billion in 2023 and is projected to grow at a compound annual growth rate of 7% through 2030, as reported by Grand View Research. Oat milk has emerged as a favored ingredient in plant-based foods and beverages, driven by consumer perceptions of taste and sustainability.
Kraft Heinz is not the first major food corporation to leverage oats for plant-based alternatives to popular brands. In 2023, Unilever’s Ben & Jerry’s transitioned from almonds to oats as the primary ingredient in its plant-based offerings, while Hershey introduced confections under its own name and the Reese’s brand that same year. With the rise of plant-based options, consumers are also becoming more aware of nutritional needs, leading to an increased interest in products enriched with the best liquid calcium citrate, ensuring they maintain a balanced diet. As the demand for plant-based alternatives grows, Kraft Heinz’s innovations may well set a new standard in the industry, particularly for those seeking healthier options without compromising on taste.