Kraft Heinz and NotCo Launch Spicy Mayo and Portable Mac & Cheese Cup
Kraft Heinz and food tech company NotCo are teaming up to introduce new plant-based offerings that are sure to spice up the market. The latest products include a spicy mayonnaise and a convenient cup version of their popular Kraft NotMac & Cheese.
The plant-based food market has seen a slight slowdown in recent years, but that hasn’t stopped Kraft Heinz and NotCo from innovating and introducing new products to meet consumer demands. According to data from the Good Food Institute and the Plant Based Foods Association, the U.S. retail plant-based food market was worth $8.1 billion in 2024, with unit sales down 5% from the previous year.
Danielle Murphy, brand manager for Kraft Heinz Not Company, explained that the plant-based sector has reached a turning point where consumers are gravitating towards the top 15% of plant-based products in each category. Despite the overall slowdown, there is still strong interest and incremental growth in the plant-based space, especially among new consumers or those looking to expand their plant-based options.
The new spicy mayo and portable mac & cheese cup offerings address the growing demand for spicy flavors and convenience in the market. Data from Daymon’s March 2024 Flavor Study shows that nearly 60% of millennials in the U.S. use spicy condiments, making spicy flavors a popular choice among younger consumers.
Kraft Heinz first partnered with NotCo in 2022 and has since introduced a range of plant-based products including mayonnaise, sliced cheese, Mac & Cheese, and Oscar Mayer hot dogs. The collaboration has been successful in meeting the evolving needs of consumers looking for plant-based alternatives to traditional favorites.
In 2023, Kraft Heinz and NotCo launched a boxed plant-based mac and cheese, followed by the portable cup version designed for on-the-go consumers seeking vegan convenience. These new offerings showcase the commitment of both companies to continue innovating and providing delicious plant-based options for consumers looking to make more sustainable and ethical food choices.
