The Kraft Heinz Not Company Launches First-Ever, Plant-Based KRAFT Mac & Cheese

Rhea-AI Summary

The Kraft Heinz Not Company (KHC) has launched KRAFT NotMac&Cheese, the first-ever, plant-based KRAFT Mac & Cheese in the United States. This new innovation aims to address consumer preferences and evolving needs in the plant-based food market, offering creamy and comforting mac & cheese without dairy. The company plans to scale into more categories and begin international expansion in 2024.

Positive

• Kraft Heinz's portfolio expansion supports its ambition to increase plant-based offerings across a wider range of brands and categories.
• The launch of KRAFT NotMac&Cheese is a strategic move to address the pain points of plant-based mac & cheese buyers, focusing on taste and texture.
• The joint venture between The Kraft Heinz Not Company and TheNotCompany, Inc. aims to create mouthwatering, plant-based foods for all, leveraging revolutionary AI technology.

Negative

• Less than thirty percent of plant-based mac & cheese buyers are repeating purchase, indicating taste and texture as the largest pain points.
• The plant-based industry continues to grow, but the distribution for better-for-you mac & cheese products is outpacing the overall category by more than six times, highlighting potential saturation in the market.

The new innovation offers fans the creamy and comforting experience they’ve loved from KRAFT Mac & Cheese, without the dairy

PITTSBURGH & CHICAGO--(BUSINESS WIRE)-- Today, The Kraft Heinz Not Company LLC (“The Kraft Heinz Not Company”) launched KRAFT^® NotMac&Cheese, the first-ever, plant-based KRAFT Mac & Cheese in the United States. KRAFT NotMac&Cheese is the third innovation to launch in a year from The Kraft Heinz Company (Nasdaq: KHC) (“Kraft Heinz”) and TheNotCompany, Inc. (“NotCo”) joint venture, which aims to create mouthwatering, plant-based foods for all.

The Kraft Heinz Not Company launches KRAFT NotMac&Cheese, the first-ever, plant-based KRAFT Mac & Cheese in the United States. (Photo: Business Wire)

The plant-based industry continues to grow, with distribution for better-for-you mac & cheese products outpacing the overall category by more than six times.¹ However, less than thirty percent of plant-based mac & cheese buyers are repeating purchase as taste and texture remain their largest pain points.² Now, through the iconic KRAFT Mac & Cheese brand, The Kraft Heinz Not Company aims to address consumers’ plant-based preferences and evolving needs with the debut of two great-tasting plant-based mac & cheese offerings.

“The Kraft Heinz Not Company creates plant-based versions of fan-favorite foods that taste like the real thing, yet don’t require people to drastically change their eating habits,” says Lucho Lopez-May, CEO, The Kraft Heinz Not Company. “NotCo brings its revolutionary AI technology that has a proven track record in creating mouthwatering plant-based foods to KRAFT – the beloved mac & cheese brand that sells over a million boxes every day. 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.”

KRAFT NotMac&Cheese is the latest example of Kraft Heinz's portfolio expansion in support of its ambition to increase plant-based offerings across a wider range of brands and categories. Further, the launch builds on The Kraft Heinz Not Company’s current plant-based offerings which include KRAFT NotCheese Slices and NotMayo. Looking ahead, The Kraft Heinz Not Company will continue its plans to scale into several more categories and begin international expansion in 2024.

Available in Original and White Cheddar flavors, KRAFT NotMac&Cheese will begin rolling out on shelves nationwide now through early 2024. For more information and to stay up to date on all things NotCo, KRAFT Mac & Cheese, and Kraft Heinz, follow along on Instagram (@NotCoUS, @kraft_macandcheese, @kraftheinzus) and TikTok (@NotCoUS, @maccheesebykraft, @hereatkraftheinz).

¹IRI Total US Multi Outlet WE 6/4/23, Circana Goodles Analysis May 2023

²Numerator, Plant based Mac & Cheese purchasers vs. Mac & Cheese purchasers, April 2023

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 2022 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.

View source version on businesswire.com: https://www.businesswire.com/news/home/20231129106807/en/

THE KRAFT HEINZ COMPANY

Alexandra Lieberman

Alexandra.Lieberman@kraftheinz.com

Allison Naval

Allison.Naval@kraftheinz.com

ALISON BROD MARKETING + COMMUNICATIONS

kraftheinz@abmc-us.com

Source: The Kraft Heinz Company

FAQ

What is the name of the company that launched KRAFT NotMac&Cheese?

The Kraft Heinz Not Company (KHC) launched KRAFT NotMac&Cheese.

What is the new product launched by The Kraft Heinz Not Company?

The new product is KRAFT NotMac&Cheese, the first-ever, plant-based KRAFT Mac & Cheese in the United States.

What are the flavors available for KRAFT NotMac&Cheese?

KRAFT NotMac&Cheese is available in Original and White Cheddar flavors.

What are the social media channels to follow for updates on KRAFT NotMac&Cheese?

To stay up to date on KRAFT NotMac&Cheese, follow along on Instagram (@kraft_macandcheese) and TikTok (@maccheesebykraft).