Kraft is providing a brand new model of its iconic Mac & Cheese, nevertheless it’s lacking a key ingredient.
The corporate is releasing its first vegan different to the enduring boxed pasta dish.
The brand new product, referred to as “Kraft NotMac&Cheese,” makes use of a dairy-free substitute — a vegan cheese made out of fava bean protein and coconut oil powder, the corporate advised CNN — as a substitute of Kraft’s well-known yellow cheese.
The corporate advised CNN it has a “comparable style, feel and appear to dairy mac and cheese” and is made in partnership with plant-based meals firm TheNotCompany.
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Courtesy of Kraft Heinz | A field of the brand new NotMac&Cheese.
Kraft NotMac&Cheese is available in authentic and white cheddar flavors, the corporate mentioned in a information launch.
The product prices $3.49 per field and must be available in shops nationwide between now and early 2024.
Gross sales of plant-based merchandise will develop to $8 billion in 2022, up 44.5% from three years in the past, in keeping with the Plant-Based mostly Meals Affiliation.
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Nevertheless, the business struggles with repeat prospects, Numerator information reveals, as lower than 30% of plant-based mac & cheese prospects make repeat purchases based mostly on texture and style.
“Those that tried an alternative choice to animal merchandise a couple of times however did not proceed mentioned style was the largest motive. This was highest for options to dairy milk,” mentioned the vp of Whole Wellness at NIQ, Sherry Frey, advised CNN.
No phrase but on whether or not the brand new vegan possibility can be authorized.