Kraft’s Vegan Mac and Cheese Heads to US Grocery Aisles

U.S. food giant Kraft Heinz Co. plans to launch a new version of its long-standing popular product, Mac ‘n Cheese, without the cheese. Kraft Heinz began selling vegan Mac ‘n Cheese in Australia in 2021. However, this will be the first time it has been introduced to the U.S. market.

Kraft Heinz announced on its website on the 30th (local time) that it would introduce a “non-dairy Mac ‘n Cheese” to the U.S. market for the first time, revealing its plan to launch Mac ‘n Cheese without cheese. The company said they had replaced the cheese with soy protein and coconut oil powder. Additionally, they mentioned that the creamy texture and taste are reported to be the same as the original Mac ‘n Cheese, which has been loved for 85 years.

The Plant-based Mac ‘n Cheese is available in two flavors: Original and White Cheddar.

In collaboration with Chicago startup NotCo, Kraft Heinz, which produces plant-based milk and burgers, created the plant-based Mac ‘n Cheese, ‘NotCheese,’ and announced that it would be displayed in grocery stores nationwide sequentially by early next year.

Based in Chicago, Kraft Heinz established a joint venture with NotCo last year. This joint venture, named The Kraft Heinz Not Co., has already introduced non-dairy sliced cheese and mayonnaise to the U.S. market and plans to add more products next year and venture into the global market.

Kraft Heinz NotCo stated that distributors are highly interested in the plant-based Mac ‘n Cheese, but the Tribune reported that the actual repurchase rate for this product is less than 30%. According to the report, many consumers are disappointed with the taste and texture.

CEO Lucio Lopez-May explained that Kraft Heinz NotCo is focused on creating plant-based versions of popular products. He mentioned, “We try to make products that preserve the original taste and texture as much as possible to avoid forcing consumers to change their eating habits drastically.”

Kraft Heinz’s original Mac ‘n Cheese sales volume reaches over 1 million boxes per day.

The Tribune added that Kraft Heinz has not disclosed all the nutritional information of the plant-based Mac ‘n Cheese. According to promotional materials, the calorie count per serving is reported to be 310 calories, which is higher than the original 250 calories. Additionally, while the sugar content is lower than the original, the saturated fat content is higher.

By. Yeon Seung