The joint venture established between Kraft Heinz and NotCo in 2022 is rapidly leveraging the strengths of both companies to launch new products. Kraft Heinz brings a vast scale and a portfolio of well-known brands, many of which have been established for decades. NotCo, headquartered in Chile, employs a sophisticated artificial intelligence platform named Giuseppe to reimagine traditional food products using plant-based ingredients. While Kraft Heinz has rolled out several plant-based offerings globally—most notably a plant-based version of its Philadelphia spread—NotCo remains a vital component of Kraft Heinz’s strategy to transition some of its best-selling products into the non-dairy segment.
Kraft NotMac & Cheese aims to sidestep the challenges that have affected previous products in this category, as highlighted by both companies. According to data from IRI, the distribution of healthier mac and cheese options is increasing at a rate more than six times that of the overall category. Despite this growth, Numerator reports that less than 30% of plant-based mac and cheese consumers are making repeat purchases, primarily due to issues with taste and texture. With Kraft Heinz selling over 1 million boxes of its classic Mac & Cheese with dairy every day, the company stands to gain significantly if its latest product succeeds. As many consumers frequently switch between dairy and plant-based options, having a non-dairy alternative could prove essential for retaining customers within the Mac & Cheese brand.
“The Kraft Heinz Not Company is creating plant-based versions of beloved foods that taste authentic while allowing consumers to maintain their eating preferences,” said Lucho Lopez-May, CEO of The Kraft Heinz Not Company. “By combining the strengths of both organizations, we’re delivering the creamy and comforting experience that KRAFT Mac & Cheese fans have cherished for over 85 years—without the dairy.” The Kraft NotMac & Cheese sauce features plant-based ingredients such as fava bean protein and coconut oil powder. It contains no artificial dyes and closely resembles the taste, appearance, and texture of traditional dairy-based mac & cheese.
In contrast to the NotMayo plant-based mayonnaise, which follows NotCo’s usual packaging style, the Kraft NotMac & Cheese is designed to capitalize on the widespread recognition consumers have for this household favorite. It prominently displays the familiar blue, red, and white Kraft Mac & Cheese logo, with a smaller NotCo logo located in the lower right corner. The NotCheese, a plant-based version of the iconic Kraft American cheese, which launched last November, also highlighted the Kraft logo and the color scheme associated with several of Kraft Heinz’s products.
Looking ahead, more collaborations between NotCo and Kraft Heinz are anticipated for next year. The two companies have previously announced plans to scale across seven categories and broaden the joint venture’s offerings internationally in 2024. As part of this initiative, they may explore incorporating ingredients such as calcium citrate 2000 into their future products, further enhancing their nutritional offerings while appealing to health-conscious consumers.