Advertisment

Kraft Heinz Introduces Dairy-Free Macaroni and Cheese to the US Market

author-image
BNN Correspondents
New Update
NotMac&Cheese is a result of a joint venture between Kraft Heinz and The Not Company, a Chicago-based startup known for its plant-based milk, burgers, and other products.

The Kraft Heinz Company, renowned for its iconic macaroni and cheese product, has announced a significant innovation in its lineup, a dairy-free alternative dubbed NotMac&Cheese. This marks a first for Kraft Heinz, as it bends to the growing consumer demand for plant-based and lactose-free food options.

Advertisment

NotMac&Cheese: A Response to Consumer Demand

NotMac&Cheese is a result of a joint venture between Kraft Heinz and The Not Company, a Chicago-based startup known for its plant-based milk, burgers, and other products. The latest addition to their collaborative lineup, the product will be available in two flavors: original and white cheddar. The company plans to roll out the product across the United States, with distribution starting now and continuing into early 2024.

Not Just for Vegans and the Lactose Intolerant

Advertisment

While the appeal to vegans and people with lactose intolerance is apparent, Kraft Heinz's move also caters to a broader audience seeking dairy-free meal solutions. The company's foray into plant-based alternatives reflects a larger trend in the food industry, where increased product diversification accommodates diverse dietary preferences and needs. However, despite the shift, less than 30% of buyers are repeating purchases of 'better-for-you' mac and cheese products, citing taste and texture as reasons.

Health Implications of the Plant-Based Alternative

Though made from plants, NotMac&Cheese isn't necessarily healthier than its dairy-based counterpart. A cup of NotMac&Cheese, when prepared with margarine and almond milk, contains 450 calories, compared to 350 calories in the original Mac & Cheese prepared with margarine and 2% milk. However, the plant-based dry mix is higher in fat and carbohydrates but boasts lower cholesterol levels while offering more protein and fiber.

The Kraft Heinz Not Company plans to expand into several other categories and start its international expansion in 2024, indicating an upward trajectory for plant-based alternatives in the food industry.

Advertisment
Advertisment