Kraft Heinz Launches First Dairy-Free Mac & Cheese in U.S..

Developed in collaboration with Not Co., the plant-based Kraft NotMac&Cheese will be available in two flavors and is part of the company's broader push into plant-based foods.

Kraft Heinz is launching its first dairy-free macaroni and cheese in the U.S., named Kraft NotMac&Cheese, in collaboration with Not Co., a Chicago-based startup.
The new product will be available in two flavors, original and white cheddar, and will be rolled out to U.S. stores over the next few months, with plans for international distribution next year.
The plant-based macaroni and cheese replaces dairy with ingredients like fava bean protein and coconut oil powder, but is not necessarily healthier than the original version, with higher fat and carbohydrate content.
Despite the growing popularity of plant-based foods, less than 30% of buyers purchase plant-based macaroni and cheese products a second time, often due to disappointing taste and texture.
The Kraft Heinz Not Co. joint venture has already released non-dairy cheese slices and mayonnaise in the U.S., and plans to add more products.