Mac and cheese goes dairy-free with Kraft NotMac&Cheese launch

In partnership with plant-based food technology company, TheNotCompany, Kraft Heinz continues its path in offering non-dairy options for its most popular products as consumers seek plant-based foods. 

“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. NotCo brings its revolutionary AI technology that has a proven track record in creating mouthwatering plant-based foods to Krat – the beloved mac & cheese brand that sells over a million boxes everyday. Leveraging the strengths of both companies, we’re offering the creamy and comforting experience Krat Mac & Cheese fans have loved over 85 years – without dairy,” Lucho Lopez-May, CEO, The Kraft Heinz Not Company said in a statement​.

Plant-based food sector still poised for growth amidst inflationary pressures

With 6.6% growth in dollar sales, the plant-based food market reached $8bn in 2022, according to data​ from The Plant-Based Food Association (PBFA). Despite a 3% decline in unit sales across plant-based, animal-based and total food in 2021 due to inflation, plant-based foods saw a 10% increase in average retail price, compared to a 15% increase in animal-based foods, the association reported.

“Consumers are now seeking out plant-based options in even the most nascent categories, with consistent annual growth despite persistent industry challenges. This growth is directly connected to continued innovation and increasing distribution to meet evolving consumer needs,” PBFA’s report stated.