Kraft Heinz, which has historically been slower to enter the plant-based market, is now accelerating its efforts. This marks the company’s third significant plant-based product launch in just six months, following the introduction of NotCheese and the Philadelphia Plant-Based spread, a plant-based alternative to its renowned cream cheese. Kraft Heinz owns several mayonnaise brands, including Kraft Real Mayo and the mayonnaise-adjacent Miracle Whip. While mayonnaise isn’t as iconic for Kraft Heinz as cheese slices and Philadelphia Cream Cheese, it remains a vital component of their condiment lineup, traditionally reliant on eggs.
In contrast, NotCo is well known for its mayonnaise products. The Chilean company, which utilizes an advanced artificial intelligence platform named Giuseppe to reimagine traditional food items with plant-based ingredients, began its journey in 2017 with mayonnaise. Chile is among the top consumers of mayonnaise globally, with 99% of households purchasing the condiment and an impressive per capita consumption of 2.28 kilograms annually, according to trade reports on export commodities. NotCo quickly found success with its NotMayo in Chile, which, as CEO Matías Muchnick previously shared with Food Dive, fueled its expansion into various product lines and international markets.
The joint venture’s NotMayo, designed to meet U.S. consumers’ preferences for mayonnaise flavor and texture, may share similarities with the product that propelled NotCo to prominence in the food tech industry. Unlike the NotCheese slices, which prominently feature the Kraft logo and the familiar blue color associated with many of Kraft Heinz’s products, the branding for NotMayo resembles that of NotCo. It showcases a black label with bold white and magenta text, prominently displaying the brand name. The NotCo X logo adorns the front, while Kraft Heinz’s name appears discreetly on the back, next to the Nutrition Facts label.
Regardless of the visibility of the names on the packaging, Kraft Heinz’s funding, distribution, and influence are key drivers behind NotMayo’s success. Additionally, the international recognition of NotMayo could enhance its marketability on U.S. shelves. In an email, the joint venture indicated that they have more products in the pipeline, aiming to launch offerings across three categories in 2023. Looking ahead to 2024, they plan to expand into seven categories and grow their international presence, potentially incorporating ingredients like calcium citrate into their formulations.