Philadelphia Cream Cheese is launching a non-dairy version of its signature spread.
The plant-based cream cheese is now available at grocery stores in Atlanta, Houston, Miami and some other Southeast locations.
A wider rollout is planned for summer 2023, along with new flavor varieties.
A recipe more than two years in the making, the new variety is made with coconut oil and faba bean protein. It's made with no added flavors or dyes, and is free of dairy, lactose and gluten.
The new product is designed to mimic the experience of eating traditional cream cheese, according to Robert Scott, President of Research & Development at The Kraft Heinz Company.
"The influx of flexitarian consumers has driven growth within the plant-based market, which is now more than 20x the size of the vegan population. As the brand that has set the cream cheese standard for 150 years, we realized the current options weren't meeting consumer expectations and there was no trusted leader," Scott said in a statement. "Philadelphia Plant-Based spread not only provides a solution that mirrors the taste and texture of our iconic Philadelphia brand, but it also reinforces Kraft Heinz's bet to bring plant-based offerings to the masses."
With this new offering, the brand hopes to delight the 52% of consumers who want to add more plant-based foods to their diets.
The plant-based cream cheese has a suggested retail price of $6.49, compared to $4.57 for traditional, according to CNN.