Kraft Heinz and NotCo have teamed up to launch vegan instant mac and cheese cups in the US. The convenient cups require just 3.5 minutes to prepare and contain a single serving of fortified macaroni pasta and a powdered plant-based "cheese" sauce mix. The companies claim that this is the only plant-based, microwavable mac and cheese cup currently on the market.

The new product is aimed at Millennials, with over half citing convenience as a top purchase driver. Kraft x NotCo's vegan mac and cheese is available in Original flavor and is priced at $6.99 per 4-pack. This launch follows the introduction of plant-based mac and cheese boxes in 2024, as well as a chipotle-flavored mayonnaise in a squeezable plastic bottle. Kraft Heinz continues to expand its range of vegan options, with a focus on providing delicious plant-based alternatives that mimic the taste and feel of the original products.