Plant-based products, including dairy replacements, are witnessing exponential growth, challenging the notion of vegan cheese as an oxymoron. The plant-based food industry has experienced significant growth, with sales tripling across various products ranging from veggie burgers to oat milk soft serve. However, plant-based cheese has struggled to keep up, lacking the desired taste, texture, and variety that consumers seek in vegan alternatives. This presents an opportunity to introduce new and improved options in the refrigerated section, emulating America’s favorite products.
Introducing the Kraft NotCheese Slice, a fresh packaged offering designed to replicate the appearance, texture, and flavor of its animal-based counterpart, specifically Kraft Singles. These slices boast a creamy texture and a meltability reminiscent of dairy-based cheese, despite being crafted entirely from plant-based ingredients.
Lucho Lopez-May, CEO of the Kraft Heinz Not Company, acknowledges the substantial growth of the plant-based segment in the food and beverage industry. However, he also recognizes the existing barriers to entry, such as taste, texture, variety, and availability, which often leave consumers dissatisfied. The Kraft Heinz Not Company aims to address these challenges by developing delectable plant-based foods that cater to the evolving preferences of consumers. Their vision revolves around becoming an essential player in the plant-based food market, driving them to create products aligned with the way people eat today.
Partnering with NotCo, a food tech company dedicated to discovering plant-based alternatives to traditionally animal-based products, Kraft introduced NotCheese Slices in Cleveland as part of a market test in November 2022. Within a mere 8 weeks, these slices soared to become the top-selling branded plant-based slices in terms of dollar sales, as confirmed by a representative for the brand.