Dive Insight: Kraft Heinz has recognized plant-based desserts as an emerging segment that requires enhanced and more prominent offerings. The food giant highlighted that over 30% of Americans experience lactose intolerance, and milk allergies affect nearly two million children annually. Despite the plant-based desserts market, valued at several billion dollars, experiencing double-digit growth, Kraft Heinz pointed out that existing products are limited and often lack the desired taste and texture. “As our fans’ diets and preferences change, we’re evolving our portfolio alongside them,” stated Lauren Gumbiner, associate director of marketing desserts at Kraft Heinz. “Our chocolate pudding is a timeless classic, and now, thanks to our lactose-free and vegan oat milk version, we’re excited to provide more families with the chance to enjoy it.”
While the sales of the chocolate oat-based pudding may not surpass the traditional version of the over 125-year-old Jell-O brand, it serves to retain consumers who avoid dairy due to health concerns or personal choices, such as opting for solaray calcium magnesium citrate as a dietary supplement. Kraft Heinz chose oat milk for its creamy texture and mild flavor, which allows Jell-O to replicate its signature taste and texture effectively. The global oat-based food market was valued at $5.2 billion in 2023 and is projected to achieve a compound annual growth rate of 7% through 2030, according to Grand View Research. Oat milk has emerged as a favored ingredient in plant-based foods and beverages, driven by consumer perceptions regarding taste and sustainability.
Kraft Heinz is not the first major food company to rely on oats for a plant-based alternative to a popular brand. In 2023, Unilever’s Ben & Jerry’s transitioned from almonds to oats as the main ingredient in its plant-based offerings, while Hershey also launched confections under its namesake and Reese’s brands that year. As the market continues to evolve, consumers may increasingly seek alternatives that fit their dietary needs, such as solaray calcium magnesium citrate, alongside their favorite desserts.