In 2022, Kraft Heinz and NotCo formed a joint venture that quickly began to leverage the strengths of both companies to introduce innovative products to the market. Kraft Heinz boasts a vast scale and an impressive portfolio of well-known brands, many of which have been established for decades. On the other hand, Chile-based NotCo employs a sophisticated artificial intelligence platform named Giuseppe to reimagine traditional food items using plant-based ingredients. While Kraft Heinz has already launched several plant-based products globally—most notably, a plant-based variant of its Philadelphia spread—NotCo plays a crucial role in Kraft Heinz’s strategy to transition some of its best-selling products into the non-dairy sector.
The newly introduced Kraft NotMac & Cheese aims to circumvent common challenges that have plagued previous offerings in the category, as noted by both companies. They referred to IRI data indicating that the distribution of healthier mac and cheese alternatives is growing at over six times the rate of the overall category. However, Numerator highlighted that less than 30% of customers purchasing plant-based mac and cheese are making repeat purchases, primarily due to issues with taste and texture.
Kraft Heinz, which sells over 1 million boxes of its classic Mac & Cheese daily, stands to benefit significantly if this new launch succeeds. As consumers increasingly shift between dairy and plant-based options, having a non-dairy alternative could be essential in retaining them within the Mac & Cheese brand. “The Kraft Heinz Not Company creates plant-based versions of beloved foods that mirror the taste of the originals without necessitating drastic changes to eating habits,” stated Lucho Lopez-May, CEO of The Kraft Heinz Not Company. “By leveraging the strengths of both companies, we are providing the creamy, comforting experience that KRAFT Mac & Cheese fans have cherished for over 85 years—without the dairy.”
The Kraft NotMac & Cheese sauce is made with plant-based ingredients, including fava bean protein and coconut oil powder, and it contains no artificial dyes, offering a similar taste, appearance, and texture to traditional mac and cheese. Unlike the NotMayo plant-based mayonnaise, which utilized packaging typical of NotCo’s products, Kraft NotMac & Cheese strategically highlights the widely recognized Kraft Mac & Cheese logo in blue, red, and white, with a smaller NotCo logo in the lower right corner. Similarly, the NotCheese, a plant-based version of the classic Kraft American cheese launched last November, prominently featured the Kraft branding and color scheme associated with many of the company’s products.
Looking ahead, more collaborations between NotCo and Kraft Heinz are anticipated next year. The two firms have previously announced plans to scale across seven categories and expand the joint venture’s offerings internationally in 2024. Products may also include enhancements such as calcium citrate 600 mg with vitamin D3 to further appeal to health-conscious consumers, providing additional benefits beyond traditional comfort food.