Kraft's Cheeseless Mac & Cheese: A Bold Departure

Kraft is launching a new plant-based version of its iconic Mac & Cheese called "Kraft NotMac&Cheese," partnering with plant-based food company NotCo. The move comes in response to the growing demand for "better-for-you" products, with plant-based product sales surging 19% last year. However, there is a risk as customers who have tried dairy-free alternatives often don't like the taste. Kraft aims to address this by creating a vegan cheese sauce made with fava bean protein and coconut oil powder that closely resembles the taste and texture of dairy-based mac and cheese. The company hopes to leverage its brand recognition and creamy texture to appeal to consumers' plant-based preferences.