Kraft’s First Vegan Cheese Singles Roll Out Nationwide in These 3 Flavors
Your summer vegan burgers are getting a melty cheese upgrade this year thanks to The Kraft Heinz Not Company. In time for the Fourth of July, the company is launching new vegan Kraft NotCheese Slices in three flavors nationwide.
The new vegan cheeses are a reimagining of classic Kraft Singles that the joint venture—between Chile’s The Not Company (NotCo) and The Kraft Heinz Company—has been working on since forming last year.
The Kraft NotCheese Slices first debuted last fall in a limited-run test market in Cleveland, OH. How did shoppers like the vegan Kraft singles?
Katie Pekarek—Head of Marketing and Strategy for the Kraft Heinz Not Company—says the vegan cheese slices performed very well, informing the company’s decision to launch them nationally.
The Kraft Heinz Not Company
“The decision to expand nationally was based on our successful Cleveland test market that ran for 16 weeks starting in November 2022,” Pekarek tells VegNews. “Kraft NotCheese Slices quickly became the #1 branded plant-based slice in dollar sales.”
Pekarek explains that within eight weeks, repeat purchases of the vegan cheeses were at 20 percent and a majority of shoppers interviewed (91 percent) provided overwhelmingly positive reviews for the NotCheese slices.
“We wanted the rest of the country to have the opportunity to enjoy our delicious Kraft NotCheese slices,” she says.
And the rest of the country can find the Kraft NotCheese Slices in American, Provolone, and Cheddar flavors at retailers nationwide in the coming months, both in the plant-based and dairy aisles.
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