Kraft's iconic Mac & Cheese is getting a modern makeover with the launch of Kraft NotMac&Cheese.
The new vegan version of the classic comfort food features a dairy-free recipe made with plant-based ingredients -- a first for Kraft's blue box mac.
NotMac&Cheese was developed by The Kraft Heinz Not Company -- a joint venture between Kraft and Chilean startup The Not Company, which uses artificial intelligence to develop identical plant-based alternatives to animal products.
"The Kraft Heinz Not Company creates plant-based versions of fan-favorite foods that taste like the real thing, yet don't require people to drastically change their eating habits," Lucho Lopez-May, CEO of The Kraft Heinz Not Company, said in a statement.
Kraft said NotMac&Cheese is a breakout product for the plant-based food sector, where dairy-free mac and cheese products are outpacing the overall category by more than six times. At the same time, less than 30% of plant-based mac and cheese buyers are repeating purchase due to taste and texture issues. But Kraft hopes to change that with their newest product.
"NotCo brings its revolutionary AI technology that has a proven track record in creating mouthwatering plant-based foods to KRAFT – the beloved mac & cheese brand that sells over a million boxes every day," said Lopez-May. "Leveraging the strengths of both companies, we're offering the creamy and comforting experience KRAFT Mac & Cheese fans have loved for over 85 years – without the dairy."
NotMac&Cheese will soon roll out on grocery store shelves in two flavors: original and white cheddar with shells. Kraft hopes to have the product nationwide by early 2024.
NotMac&Cheese is the third plant-based product to launch in just over a year from The Kraft Heinz Not Company partnership. Current offerings include KRAFT NotCheese Slices, which come in American, cheddar and provolone flavors, and NotMayo, a vegan mayonnaise.