Kraft Mac & Cheese, a household favorite, is venturing into the vegan trend with “Kraft NotMac&Cheese,” a plant-based alternative. Teaming up with NotCo, this move responds to growing demand for healthier choices. The plant-based food industry, surging 19% to $11 billion, reflects this shift. However, challenges arise as taste dissatisfaction hinders repeat purchases.

Sherry Frey from NIQ emphasizes taste as a key factor, crucial for sustained interest in plant-based options. Kraft acknowledges that under 30% repurchase plant-based mac and cheese due to taste concerns. The company, with its 85-year-old brand, believes it can address these challenges.

Crafted from fava bean protein and coconut oil powder, the vegan cheese sauce mirrors traditional mac and cheese. Facing increased competition, Kraft adapts to shifting consumer preferences. The company has revamped products, like Kraft Singles, and renamed its macaroni and cheese. With “Kraft NotMac&Cheese,” it aims to meet diverse preferences without compromising taste and quality, aligning with its broader strategy to increase net sales by $2 billion by 2027.