Capitalizing on the increasing popularity of plant-based diets, Kraft is unveiling KD NotMacandCheese to Canada.
The product is KD’s first plant-based offering, and a joint venture between The Kraft Heinz Company and Chile-based TheNotCompany, the plant-based food tech company with which it jointly operates to innovate the category. The joint venture aims to work to offer delicious and accessible plant-based food, says Kraft Heinz director of brand communciations Brian Neumann.
The product launch, the company says, combines NotCo’s AI technology with the scale of Kraft Heinz and its family of brands.
“From our standpoint, we believe we will be successful by bringing more people into the category and achieve mainstream adoption by making the food more approachable and delivering taste, texture, variety and availability,” Neumann says.
As Neumann tells strategy, more than half of Canadians are looking for ways to enjoy plant-based offerings and flex their diets to meet evolving dietary needs or preferences, especially among Gen-Z consumers. But he adds that Kraft Heinz’s research indicates that one of the biggest challenges for consumers is continued disappointment in the taste of current plant-based offerings.
To support retailers, in partnership with Salt, Kraft is deploying eye-catching POS tools in the form of bookcases, shelf wobblers and blades to drive awareness.
“We’re kicking off our launch with this earned media campaign, and we’ll employ additional marketing tactics via social and other channels throughout 2024 to promote the products,” Neumann says.
The brand adds that 15,000 devoted KD fans signed a petition to encourage it to bring a gluten-free version of the beloved pantry staple to grocery store shelves. KD Gluten-Free is available in the Original flavour and is being rolled out nationwide.
KD NotMacandCheese and KD Gluten Free are the latest examples of Kraft Heinz’s portfolio expansion as the company strives to deliver innovations that meet evolving consumer needs and preferences.
Since launching in the U.S. in November, Neumann says Kraft NotMacandCheese has “quickly become a family favorite with strong performance in its first weeks of distribution.”
Zeno Group is providing PR support.
