Kraft Heinz is diversifying its product lineup with the debut of “Kraft NotMac&Cheese,” a plant-based version of its classic Mac & Cheese. This vegan adaptation comes in two flavors: original and white cheddar with shells. Priced at $3.49 per box, it is designed to meet the growing consumer interest in healthier, plant-based alternatives.
In collaboration with NotCo., a company specializing in plant-based foods, Kraft aims to offer the same beloved taste and texture of its traditional Mac & Cheese without dairy. This step is in line with the company’s strategy to innovate and adapt to changing consumer preferences towards healthier and more sustainable food choices.
The plant-based food market, which experienced a 19% growth in sales last year, presents a challenge for Kraft in terms of taste, as many consumers are often hesitant to switch to dairy-free alternatives due to concerns about flavor. Kraft’s new product endeavors to overcome this barrier by replicating the familiar creamy taste of their classic Mac & Cheese using ingredients like fava bean protein and coconut oil powder.
Amidst increasing competition from newer brands that offer healthier options, Kraft Heinz is also transforming its other products. The company recently updated Kraft Singles to emphasize the absence of artificial additives and real dairy content. Moreover, it rebranded its boxed macaroni and cheese to “Kraft Mac & Cheese,” reflecting how consumers commonly refer to the product. These efforts are part of Kraft Heinz’s broader initiative to align with evolving consumer needs and preferences in the dynamic food industry.
See first source: CNN
FAQ
Q: What is “Kraft NotMac&Cheese”?
A: It’s a new plant-based version of Kraft’s classic Mac & Cheese, available in original and white cheddar with shells flavors.
Q: Why did Kraft Heinz create a vegan Mac & Cheese?
A: To cater to the growing consumer demand for healthier, plant-based food options.
Q: How much does “Kraft NotMac&Cheese” cost?
A: It’s priced at $3.49 per box.
Q: What are the key ingredients in “Kraft NotMac&Cheese”?
A: The vegan cheese sauce is made with fava bean protein and coconut oil powder.
Q: How is Kraft Heinz adapting to changing consumer preferences?
A: Besides introducing vegan products, Kraft Heinz has updated Kraft Singles to highlight natural ingredients and rebranded its boxed macaroni and cheese to “Kraft Mac & Cheese.”
Q: What challenge does Kraft face with this new product?
A: The main challenge is replicating the taste and texture of their dairy-based Mac & Cheese to satisfy consumer expectations for flavor in dairy-free alternatives.
Featured Image Credit: Photo by Alexander Maasch; Unsplash – Thank you!
