Kraft’s Iconic Blue Field Mac and Cheese Lastly Ditches the Dairy

Since its launch in 1937, Kraft Mac & Cheese has been a staple in American households. The handy meal, packed in its iconic blue field, has gained immense recognition, promoting multiple million containers each day. Kraft Mac & Cheese is so common that it’s thought of Canada’s de facto nationwide dish (sorry, poutine!), highlighting its enduring international attraction.


To maintain the legacy going sturdy at a time when customers are more and more ditching dairy, Kraft’s iconic Mac & Cheese is now getting a contemporary makeover with the launch of Kraft NotMac & Cheese. 

The brand new vegan model of the basic—the primary of its variety to hit retailer cabinets in the USA—was developed below a three way partnership with The Kraft Heinz Not Firm and Chilean startup The Not Firm (NotCo) which makes use of synthetic intelligence to develop similar plant-based alternate options to animal merchandise. 

“The Kraft Heinz Not Firm creates plant-based variations of fan-favorite meals that style like the actual factor, but don’t require individuals to drastically change their consuming habits,” Lucho Lopez-Could, CEO of The Kraft Heinz Not Firm, mentioned in a press release.

“By leveraging the strengths of each corporations, we’re providing the creamy and comforting expertise Kraft Mac & Cheese followers have cherished for over 85 years—with out the dairy,” he mentioned. 

A contemporary spin on Kraft’s basic blue field mac

With the assistance of NotCo’s AI-powered platform (which is named “Giuseppe”), the Kraft Heinz Not Firm determined to reimagine the enduring blue field meal to maintain up with the speedy progress of the plant-based meals sector—the place the distribution of more healthy mac and cheese merchandise are outstripping the general class by greater than six instances. 

Regardless of this progress, the plant-based mac and cheese phase has confronted challenges, with lower than 30 % of patrons making repeat purchases, primarily resulting from style and texture points. 

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“We all know the plant-based business continues to develop,” a spokesperson for The Kraft Heinz Not Firm tells VegNews. “Nevertheless, style and texture are the biggest ache factors for plant-based mac and cheese patrons in relation to repeating purchases.” 

“When deciding which merchandise to deliver to market, we analyze varied classes, style, and ingredient profiles in addition to the buyer want for an awesome tasting product, and plant-based mac and cheese rose to the highest,” the spokesperson says. 

The Kraft Heinz Not Firm hopes to lure customers in repeatedly with its new Kraft NotMac&Cheese, which maintains the model’s legacy whereas delivering a just-as-creamy plant-based various to the basic. Free from synthetic dyes, the creamy base is made with fava bean protein and coconut oil powder. Plus, every field comes with easy-to-prepare pasta and sauce, similar to the unique. 

“At Kraft Heinz, we’re shopper obsessed,” the spokesperson says. “This implies we’re repeatedly innovating via our iconic manufacturers to ship constant high quality merchandise and reply to the evolving wants and preferences of all our customers.” 

From social listening, the corporate knew Kraft Mac & Cheese followers within the US had been asking for a plant-based model of the blue field favourite for years. Shoppers can anticipate finding the brand new vegan Kraft NotMac&Cheese on cabinets at shops nationwide in two flavors, Authentic and White Cheddar, because it rolls out broadly from now till early 2024. 

“By our three way partnership with NotCo, we’re in a position to ship the creamy and comforting expertise customers have cherished for many years, now plant-based, with Kraft NotMac&Cheese,” the spokesperson says. “No one is aware of mac and cheese like Kraft Heinz.”

Kraft will get into vegan cheese

Along with mac and cheese, Kraft Heinz is understood for a variety of iconic merchandise—all of that are contenders for a plant-based makeover below the three way partnership with NotCo. 

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Previous to its enterprise into blue field mac, The Kraft Heinz Firm launched plant-based variations of Kraft’s iconic cheese Singles. Referred to as Kraft NotCheese Slices, the vegan cheeses hit shops in three flavors—American, Cheddar, and Provolone—proper earlier than the Fourth of July vacation this yr. The three way partnership has additionally resulted within the launch of NotMayo, a vegan tackle Kraft’s mayonnaise. 

These three iconic merchandise hit cabinets within the final 12 months, talking to the velocity of NotCo’s know-how together with Kraft’s meals business experience.  

“Because of the facility of The Kraft Heinz Not Firm, we had been in a position to create a scrumptious product in document time and fulfill a shopper want within the class, which was essential to us,” the spokesperson says.  

This three way partnership between Kraft Heinz and NotCo, leveraging NotCo’s AI know-how, is a vital step in reworking Kraft Heinz’s product portfolio in the direction of extra sustainable, moral, and plant-based choices. The partnership goals to reshape the meals panorama and set new requirements for plant-based innovation.


“The Kraft Heinz Not Firm’s mission is to create mouthwatering plant-based meals for all, and our imaginative and prescient is to be the indispensable plant-based meals firm by accelerating the adoption of plant-based meals. Merely put, we wish to deliver plant-based to the plenty by making it straightforward, accessible, and scrumptious,” the spokesperson says. 

With plans to scale into a number of extra classes and start worldwide enlargement in 2024, The Kraft Heinz Not Firm has the facility to catalyze a significant shift throughout the international shopper items business with its plant-based transformation of common Kraft merchandise. 

“With the size of Kraft Heinz and the AI options from NotCo, we wish to develop plant-based variations of the manufacturers customers know and love at a degree of velocity and style that’s by no means been executed earlier than,” the spokesperson says.

Exterior of its three way partnership with NotCo, Kraft Heinz has been increasing its plant-based portfolio internationally.

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In Australia, a vegan model of the basic Kraft Mac & Cheese has been on cabinets for a number of years. Stateside, Kraft Heinz additionally launched a plant-based model of its iconic Philadelphia cream cheese in three flavors: Authentic, Strawberry, and Chive & Onion.

Plus, till December 15, Kraft is operating a contest asking its fanbase to provide you with new flavors for boxed mac and cheese for an opportunity to win one in all two $10,000 prizes. Given the launch of Kraft NotMac & Cheese, a vegan taste concept would possibly simply be the golden ticket. 

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