Vegan Mac & Cheese: Kraft to Launch Plant-Based Version of Iconic Boxed Pasta with NotCo

Kraft announced the launch of a vegan version of its iconic boxed mac and cheese in collaboration with Chilean food tech startup NotCo. The NotMac&Cheese will be available in original and white Cheddar flavors in US supermarkets starting in December. This marks the third plant-based product to come out of the Kraft Heinz Not Company venture, following NotCheese Slices and NotMayo.

While the vegan mac and cheese offers a plant-based alternative, it may not necessarily be healthier than the original version. The product, made with faba bean and coconut oil powder, is higher in fat and carbohydrates but lacks cholesterol and boasts higher protein and fiber content. Taste and texture remain key factors for consumer acceptance of vegan cheese, with concerns about flavor, texture, and price influencing purchasing decisions. Despite challenges in the plant-based cheese market, Kraft's entry aligns with growing consumer interest in healthier and sustainable alternatives.