Kraft Heinz and NotCo launch plant-based NotMayo

Diving summary:

  • NotMayo, a plant-based mayonnaise that is the second product of Kraft Heinz’s joint venture with NotCo, launches this month. The product will begin with regional launches in the Midwest, Northeast and Southeast, with the goal of expanding nationally and in Canada later this year, an email from The Kraft Heinz Not Company LLC joint venture said.
  • The product uses chickpea flour, among other ingredients, to provide a smooth and creamy texture similar to that of traditional egg-based mayonnaise, according to the joint venture. Its suggested retail price is $5.99.
  • The Kraft Heinz NotCo joint venture delivered Kraft-branded NotCheese slices in October. These slices, which come in American, Cheddar, and Provolone flavors, are available at some stores in Northeast Ohio.

Diving information:

Kraft Heinz, which for many years has been slower to enter the plant-based sector, continues to make rapid progress. This marks the company’s third major plant-based launch in six months, following NotCheese and Philadelphia Plant-Based Spread, an in-house developed plant-based version of its well-known brand of cream cheese.

Kraft Heinz has several mayonnaise brands under its umbrella, including Kraft Real Mayo and mayonnaise-adjacent Miracle Whip. Mayonnaise isn’t as much of a Kraft Heinz signature item as Philadelphia cream cheese and cheese slices, but it’s an important part of their line of condiments. And it is an item that is traditionally based on eggs.

While Kraft Heinz isn’t traditionally associated with mayonnaise, NotCo is. The Chilean company, which uses a powerful artificial intelligence platform called Giuseppe to redesign traditional food products with plant-based ingredients, started in 2017 with mayonnaise. Chile is one of the main consumers of mayonnaise in the world. Ninety-nine percent of households buy the condiment, and per capita consumption in the country is 2.28 kilograms per year, according to trade reports compiled on export commodities.

NotCo quickly saw success with its Chilean NotMayo, CEO Matinas Muchnick previously told Food Dive, and that fueled their expansion into other product lines and other countries.

While the joint venture said the US launch of NotMayo was developed to meet US consumer preferences in terms of mayonnaise flavor and texture, the formula could be very similar to the product that launched NotCo in the way to become a superstar in the food industry. technological space.

Unlike the packaging of NotCheese slices, which features the Kraft logo and is the iconic blue color of many of the CPG company’s products, the branding on NotMayo’s packaging does not resemble Kraft Real Mayo. It looks much more like NotCo-branded packaging, with a black label displaying the brand name in bold white and magenta. The NotCo X logo is on the front, while the Kraft Heinz name appears just once on the back, next to the Nutrition Facts label.

Regardless of which company name is most visible on the package, Kraft Heinz funding, distribution, and influence are behind NotMayo. And NotMayo’s international recognition could help the product sell on US shelves.

In an email, the joint venture said they have much more to come. Their goal is to launch products in three categories in 2023. In 2024, they plan to continue scaling into seven categories and expand the joint venture items internationally.

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James D. Brown
James D. Brown
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