The Kraft Heinz Not Company, the joint venture between CPG giant Kraft Heinz and startup unicorn The Not Company, announces it is will release its first plant-based mayo product, NotMayo, in regional US markets this month. The company hopes to roll out the product nationwide in the US and enter Canada later in 2023, as part of its mission to make plant-based foods more accessible.
A better mayo
According to the company, NotMayo brings considerable value to consumers when compared to other mayos in the plant-based category. The product is priced at a suggested $5.99 per 15 oz. jar. The company has not yet detailed NotMayo’s ingredients or which retailers will offer it.
NotMayo follows the previous announcement of plant-based Kraft cheese slices, which The Kraft Heinz Not Company first unveiled last October. Currently available in about 30 grocery stores in the Cleveland, OH area, the groundbreaking slices are said to be available in three varieties – American, Cheddar and Provolone. Kraft Heinz says it planned to expand the cheese slices nationally in the US in 2023.
Speed, quality and scale
Kraft Heinz and The Not Company first joined forces in early 2022 to accelerate the development of more affordable plant-based foods. By combining Kraft Heinz’s iconic brands with The Not Company’s AI-driven technology, Kraft Heinz stated the venture would develop premium, co-branded products with an “unprecedented” focus on speed, quality and scale.
Another Kraft Heinz brand. Philadelphia Cream Cheese, released its first dairy-free cream cheese in the US in December. In 2022, the company released a report highlighting its progress in the plant-based category.
Through its unique joint venture, the company says it will continue to scale products in “record time” by combining The Not Company’s AI expertise with the scale and agility of Kraft Heinz.