Kraft Heinz is making waves in the plant-based foods market.
The consumer packaged goods giant, along with food tech company NotCo, is introducing a new spicy mayonnaise and a portable cup version of their Kraft NotMac & Cheese.
This comes at a time when the plant-based industry, once a fast-growing sector, is experiencing a slowdown in consumer interest and spending.
The U.S. retail plant-based food market was valued at $8.1 billion in 2024, with unit sales declining by 5% from the previous year.
Despite the challenges in the plant-based market, Kraft Heinz and NotCo remain committed to innovation.
Danielle Murphy, brand manager at Kraft Heinz Not Company, noted that consumers are increasingly gravitating towards the top 15% of plant-based products in each category.
“While the plant-based sector may be slowing down, we are still seeing strong interest from new consumers and those looking to expand their purchases,” Murphy explained.
The latest offerings from Kraft Heinz and NotCo cater to the demand for spicy flavors and convenience.
Spicy mayonnaise varieties are gaining popularity, especially among younger consumers.
Since partnering in 2022, Kraft Heinz and NotCo have introduced a range of plant-based products including mayonnaise, sliced cheese, Mac & Cheese, and Oscar Mayer hot dogs.
In 2023, they launched a plant-based mac and cheese to cater to flexitarian consumers, and recently debuted a cup version for added convenience.