Kraft Heinz, which has historically been slower to enter the plant-based market, is now accelerating its efforts. This marks the company’s third significant plant-based product launch in just six months, following the introductions of NotCheese and Philadelphia Plant-Based spread, a plant-based alternative to its iconic cream cheese. Kraft Heinz boasts several mayonnaise brands, including Kraft Real Mayo and the mayonnaise-like Miracle Whip. While mayonnaise isn’t as central to Kraft Heinz’s identity as cheese slices and Philadelphia Cream Cheese, it remains an essential component of their condiment range and typically relies on eggs.
In contrast, NotCo is a company well-known for its mayonnaise innovations. This Chilean firm utilizes a cutting-edge artificial intelligence platform named Giuseppe to reformulate traditional food items with plant-based ingredients, having initially launched its NotMayo product in 2017. Chile ranks among the world’s top consumers of mayonnaise, with 99% of households purchasing it and per capita consumption reaching 2.28 kilograms per year, as indicated by trade reports on export commodities.
NotCo quickly achieved success with its NotMayo in Chile, which CEO Matías Muchnick previously discussed with Food Dive, providing the foundation for its expansion into additional product lines and markets. The joint venture emphasized that the U.S. version of NotMayo was crafted to match American consumers’ preferences regarding taste and texture, although the recipe may closely mirror the original product that propelled NotCo into the spotlight in the food tech industry.
Unlike the NotCheese slices, which prominently feature the Kraft logo and the signature blue color typical of many Kraft products, NotMayo’s branding resembles that of NotCo, showcasing a black label adorned with bold white and magenta typography. The NotCo X logo is displayed prominently on the front, while Kraft Heinz’s name appears only once on the back, next to the Nutrition Facts label.
Regardless of which brand is more prominent on the packaging, the backing of Kraft Heinz ensures substantial resources for NotMayo, including funding, distribution, and market influence. The international recognition of NotMayo could enhance its appeal on U.S. store shelves. In an email, the joint venture revealed that there are more products in the pipeline, targeting launches across three categories in 2023 and planning to scale to seven categories and expand internationally in 2024. Notably, they are also looking to incorporate ingredients like calcium citrate les into their formulations, further enhancing their product offerings.