Philadelphia Cream Cheese Expands Category Leadership With New Plant-Based Innovation

Rhea-AI Summary

Philadelphia has launched a new plant-based spread, becoming the first mainstream cream cheese brand in this market. The product features a creamy texture and simple ingredients without dairy, lactose, or gluten. With 69% market share in traditional cream cheese, Philadelphia aims to tap into the growing demand for plant-based options as 52% of consumers seek to incorporate more such foods into their diets. This launch is part of Kraft Heinz's strategy to meet consumer expectations and expand plant-based offerings, marking a significant development in their product line.

Positive

• Launch of Philadelphia Plant-Based spread, the first from a mainstream cream cheese brand.
• Product aims to attract 52% of consumers wanting more plant-based foods.
• Recipe developed over two years to match the taste and texture of traditional cream cheese.
• Philadelphia holds 69% of the traditional cream cheese market.

Negative

• Less than half of plant-based spread consumers are repeat buyers, indicating potential market challenges.

Philadelphia becomes the first mainstream brand to debut a new plant-based spread

CHICAGO--(BUSINESS WIRE)-- Today, Philadelphia®, the leading cream cheese brand with 69% share of the category*, is bringing its signature multi-sensorial experience to the plant-based aisle. Philadelphia Plant-Based spread features a carefully crafted recipe with simple, high-quality ingredients, creamy spreadable texture and delicious taste.

A recipe more than two years in the making, Philadelphia introduces plant-based spread, bringing its signature multi-sensorial experience to the plant-based aisle. (Photo: Business Wire)

Less than half of consumers that try plant-based spreads are repeat customers,* indicating that current options aren’t meeting the evolving preferences of cream cheese lovers. A recipe more than two years in the making, Philadelphia Plant-Based spread marks the first time a mainstream cream cheese brand is entering the plant-based market with a recipe that mirrors the delicious taste and creamy texture of the iconic Philadelphia brand. With this new offering, the brand hopes to delight the 52% of consumers who want to add more plant-based foods to their diets.*

“The influx of flexitarian consumers has driven growth within the plant-based market, which is now more than 20x the size of the vegan population,” said Robert Scott, President of Research & Development at The Kraft Heinz Company. “As the brand that has set the cream cheese standard for 150 years, we realized the current options weren’t meeting consumer expectations and there was no trusted leader. Philadelphia Plant-Based spread not only provides a solution that mirrors the taste and texture of our iconic Philadelphia brand, but it also reinforces Kraft Heinz’s bet to bring plant-based offerings to the masses.”

Made with simple ingredients and no added flavors or dyes, Philadelphia Plant-Based spread is free of dairy, lactose and gluten. It is currently available in the beloved original cream cheese flavor Philadelphia fans know and love, at select retailers in the Southeast U.S. — with additional flavors planned for the national rollout in summer 2023.

For more information on Philadelphia Plant-Based spread, follow along on Philadelphia's Instagram and Facebook at @phillycreamchs.

*According to Philadelphia cream cheese 2021 IRI and Mintel Data

ABOUT THE KRAFT HEINZ COMPANY

We are driving transformation at The Kraft Heinz Company (Nasdaq: KHC), inspired by our Purpose, Let’s Make Life Delicious. Consumers are at the center of everything we do. With 2020 net sales of approximately $26 billion, we are committed to growing our iconic and emerging food and beverage brands on a global scale. We leverage our scale and agility to unleash the full power of Kraft Heinz across a portfolio of six consumer-driven product platforms. As global citizens, we’re dedicated to making a sustainable, ethical impact while helping feed the world in healthy, responsible ways. Learn more about our journey by visiting www.kraftheinzcompany.com or following us on LinkedIn and Twitter.

View source version on businesswire.com: https://www.businesswire.com/news/home/20221206005206/en/

Zeno Group

Bethany Stokoski

Bethany.Stokoski@zenogroup.com

Kraft Heinz

Kate Mitchell

kate.mitchell@kraftheinz.com

Source: The Kraft Heinz Company

FAQ

What is the new product launched by Kraft Heinz?

Kraft Heinz has launched Philadelphia Plant-Based spread, a new cream cheese alternative.

What market share does Philadelphia hold in the cream cheese category?

Philadelphia holds a 69% share of the traditional cream cheese market.

What consumer trend is Kraft Heinz responding to with this new product?

Kraft Heinz is responding to the growing demand for plant-based foods, particularly among flexitarian consumers.

Does Philadelphia Plant-Based spread contain any allergens?

The spread is free of dairy, lactose, and gluten, catering to allergy concerns.

When will Philadelphia Plant-Based spread be available nationwide?

Additional flavors of Philadelphia Plant-Based spread are planned for national rollout in summer 2023.