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The Kraft Heinz Not Company launches first-ever, plant-based KRAFT Mac & Cheese

The Kraft Heinz Not Company Wednesday launched KRAFT® NotMac&Cheese, the first-ever, plant-based KRAFT Mac & Cheese in the United States. KRAFT NotMac&Cheese is the third innovation to launch in a year from The Kraft Heinz Company and TheNotCompany joint venture, which aims to create mouthwatering, plant-based foods for all.

The plant-based industry continues to grow, with distribution for better-for-you mac & cheese products outpacing the overall category by more than six times. However, less than thirty percent of plant-based mac & cheese buyers are repeating purchase as taste and texture remain their largest pain points.

Now, through the iconic KRAFT Mac & Cheese brand, The Kraft Heinz Not Company aims to address consumers’ plant-based preferences and evolving needs with the debut of two great-tasting plant-based mac & cheese offerings.

“The Kraft Heinz Not Company creates plant-based versions of fan-favorite foods that taste like the real thing, yet don’t require people to drastically change their eating habits,” says Lucho Lopez-May, CEO, The Kraft Heinz Not Company. “NotCo brings its revolutionary AI technology that has a proven track record in creating mouthwatering plant-based foods to KRAFT – the beloved mac & cheese brand that sells over a million boxes every day. Leveraging the strengths of both companies, we’re offering the creamy and comforting experience KRAFT Mac & Cheese fans have loved for over 85 years – without the dairy.”

KRAFT NotMac&Cheese is the latest example of Kraft Heinz’s portfolio expansion in support of its ambition to increase plant-based offerings across a wider range of brands and categories.

Further, the launch builds on The Kraft Heinz Not Company’s current plant-based offerings which include KRAFT NotCheese Slices and NotMayo. Looking ahead, The Kraft Heinz Not Company will continue its plans to scale into several more categories and begin international expansion in 2024.

Available in Original and White Cheddar flavors, KRAFT NotMac&Cheese will begin rolling out on shelves nationwide now through early 2024.

Jay Edwards

Born and raised in Northwest NJ, Jay has a degree in Communications and has had a life-long interest in local radio and various styles of music. Jay has held numerous jobs over the years such as stunt car driver, bartender, voice-over artist, traffic reporter (award winning), NY Yankee maintenance crewmember and peanut farm worker. His hobbies include mountain climbing, snowmobiling, cooking, performing stand-up comedy and he is an avid squirrel watcher. Jay has been a guest on America’s Morning Headquarters,program on The Weather Channel, and was interviewed by Sam Champion.

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