Kraft Heinz Co., the food and beverage giant, is set to bring a new dairy-free macaroni and cheese product to the U.S. market for the first time. The company announced on Wednesday that it has collaborated with Chicago-based startup Not Co. to develop a plant-based version of its beloved 85-year-old original Mac & Cheese. The new product, called Kraft NotMac&Cheese, aims to offer the same creamy texture and flavor as the original recipe but replaces dairy with innovative ingredients like fava bean protein and coconut oil powder.

The joint venture between Kraft Heinz and Not Co., known as The Kraft Heinz Not Co., has already released non-dairy cheese slices and mayonnaise in the U.S. market. The success of these products has led the joint venture to expand its portfolio and gear up for international distribution in the coming year. The introduction of vegan macaroni and cheese in Australia earlier this year has already seen positive sales, and the company hopes to replicate that success in the U.S. market.

Kraft Heinz CEO Lucho Lopez-May believes that the demand for plant-based macaroni and cheese products is growing rapidly, but many consumers struggle with the taste and texture of existing options. He aims to address this by offering a plant-based alternative that satisfies consumer preferences for familiar flavors without requiring drastic changes to their eating habits. With over 1 million boxes of original Mac & Cheese sold every day, Kraft Heinz is confident that NotMac&Cheese will also find a strong consumer base.

However, it is important to note that while NotMac&Cheese is made from plants, it may not necessarily be healthier than the original recipe. When fully prepared with margarine and almond milk, 1 cup of NotMac&Cheese contains 450 calories, compared to 1 cup of original Mac & Cheese prepared with margarine and 2% milk, which contains 350 calories. The plant-based dry mix is higher in fat and carbohydrates but lower in cholesterol, while offering more protein and fiber.

The introduction of Kraft NotMac&Cheese comes at a time when consumers are increasingly embracing plant-based alternatives. According to data from the Plants Based Foods Association, sales of plant foods rose to $8 billion in 2022, a 44.5% increase compared to three years ago. A survey conducted by research firm GlobeScan and non-profit organization EAT found that 42% of consumers worldwide believe that most people will substitute plant-based foods for meat in the next decade.

Kraft Heinz is not the only food company capitalizing on the growing demand for dairy-free alternatives. In April, cheese maker Babybel announced its plans to introduce a vegan version of its popular white cheddar cheese snack, following the success of its first dairy-free cheese in 2022. Cream cheese maker Philadelphia also recently rolled out a plant-based version nationwide.

The dairy-free macaroni and cheese market, however, faces a challenge. According to consumer insights firm Numerator, less than 30% of buyers of dairy-free macaroni and cheese products make repeat purchases due to disappointment with the taste and texture. This highlights the importance of creating a product that offers both the familiarity of traditional macaroni and cheese and the desired attributes of a plant-based alternative.

The new Kraft NotMac&Cheese will be available in two flavors - original and white cheddar - and will retail for $3.49 per box. The product is expected to hit store shelves in the U.S. market within the next few months, providing consumers with a new dairy-free option for their favorite comfort food.