Old School Americana & Nostalgia


‘Where’s the Cheese?’: Kraft Leaves Out Key Ingredient by Going Vegan

‘Where’s the Cheese?’: Kraft Leaves Out Key Ingredient by Going Vegan

Kraft’s latest Mac & Cheese offering is breaking up with cheese and going vegan, leaving dairy lovers cheesed off. Introducing “Kraft NotMac&Cheese” – a groundbreaking plant-based alternative to the classic boxed favorite. Coming soon to grocery stores, this dairy-free delight comes in two flavors: original and white cheddar with shells. Each box is priced at $3.49.

Kraft has collaborated with NotCo, a plant-based food company, to develop a new alternative for mac and cheese. This innovative creation addresses the increasing demand from American consumers for healthier food options.

Why Kraft Mac & Cheese is Going Vegan

In a recent press release, Kraft acknowledged that less than 30% of consumers become repeat purchasers of similar plant-based mac and cheese products due to their concerns about taste and texture. However, the company is confident that its iconic Kraft Mac & Cheese brand can meet consumers’ evolving preferences for plant-based options while still delivering the creamy texture they know and love.

The 85-year-old brand faces tougher competition from younger companies marketing themselves as healthier alternatives. For example, Goodles, a startup supported by Wonder Woman actress Gal Gadot, offers boxed pasta with higher protein and fiber content, albeit at a higher price. They also have a plant-based mac and cheese. Other brands like Banza, Daiya, and Annie’s offer similar options.

In the dynamic realm of processed foods, the Kraft Heinz Company is at a crossroads. To boost net sales by $2 billion by 2027, they’re spicing up their food lineup to captivate taste buds with culinary magic.

Kraft Has Been Revamping Its Image in Recent Years

Recently, the Kraft brand unveiled a fresh look for its Kraft Singles cheeses, highlighting their natural ingredients without artificial flavors, colors, or preservatives. The updated packaging also features a compelling graphic proclaiming, “made with real dairy.”

Last year, Kraft made some changes to their boxed macaroni and cheese, renaming it “Kraft Mac & Cheese.” This new name was chosen to better align with how fans naturally refer to the brand. In addition to the name change, the packaging underwent a makeover, featuring a refreshed logo and a single-hue blue box color that enhances the brand’s most iconic element – the noodle smile. These updates were aimed at improving the overall appeal and recognition of the product.

Kraft Mac & Cheese isn’t the only comfort food going through changes. After five decades, Cup Noodles now offers a microwave-safe version. Previously made from polystyrene, the brand is introducing a convenient microwavable cup for on-the-go meals.