Kraft Heinz Not Company Launches Plant-based Mac & Cheese
The Kraft Heinz Not Company LLC launched KRAFT NotMac&Cheese, the first, plant-based KRAFT Mac & Cheese in the U.S. KRAFT NotMac&Cheese is the third innovation to launch in a year from The Kraft Heinz Company and TheNotCompany, Inc. joint venture.
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 30% of plant-based mac & cheese buyers are repeating purchase as taste and texture remain their largest pain points, the company says. The Kraft Heinz Not Company aims to address consumers’ plant-based preferences and evolving needs with the debut of two plant-based mac & cheese offerings.