The Kraft Heinz Not Company has announced the launch of two new plant-based products — NotMayo Chipotle Squeeze and Kraft NotMac & Cheese Cups.
NotMayo Chipotle Squeeze aims to meet the growing demand for spicy condiments; chipotle is reportedly a top-three flavor in the category at present.* Designed for sandwiches, French fries, burgers, and more, the mayo is vegan-friendly and kosher. It is available in a convenient squeeze bottle, retailing at $4.99.
Kraft NotMac & Cheese Cups are claimed to be the only plant-based, microwaveable mac & cheese cups on the market today. They have been created for younger consumers seeking convenient vegan options, and are said to have the same taste as classic Kraft Easy Mac.
The NotMac & Cheese Cups can be prepared in just 3.5 minutes. They are available in Original Flavor, and are sold in a four-pack for $6.99.
Closing gaps in the plant-based market
Founded in 2022, The Kraft Heinz Not Company is a joint venture between Kraft Heinz and Chilean food tech company NotCo. In 2023, the partnership resulted in the launch of NotMayo in the US and Canada, and KRAFT NotCheese slices for US retail.
Last year, The Kraft Heinz Not Company announced its first plant-based meat launch, NotHotDogs and NotSausages, in collaboration with Kraft Heinz subsidiary Oscar Mayer. Just a month later, the company said it intended to use AI and brand equity to continue filling gaps in the plant-based market.
“We are on a mission to make sure that we replicate that plant-based portfolio, and that’s why you see us really penetrating different spaces and making sure that we’re offering to that flexor consumer an alternative across all of their needs,” CEO Lucho Lopez-May told FoodDive. “That’s why you also see us on a mission to expand our portfolio.”
*Givaudan Secondary Research, Datassential
