In the world of culinary oddities and unexpected flavour combos, Kraft Heinz has pulled a rabbit out of their hat yet again. Imagine a universe where your beloved macaroni and cheese takes a detour into the land of plants. Yes, you read that right – Kraft has jumped into the plant-based fray with its iconic Mac & Cheese.
Joining forces with the food tech wizards at NotCo, Kraft Heinz unveiled its plant-based rendition of the comforting classic. Food Dive reports this partnership has been a whirlwind of innovation, churning out alternatives like sliced cheese and mayonnaise that would make your grandmother raise an eyebrow.
The colourful boxes of plant-based delight, available in original and white cheddar flavours, are set to grace store shelves in the United States, causing ripples of curiosity and maybe a tad bit of confusion among pasta enthusiasts.
But why the plant-based pivot? Well, the story goes like this: Kraft Heinz, with its legacy of household staples, and NotCo, armed with an AI concoction named Giuseppe, decided it was high time to give the people what they didn’t know they wanted – a guilt-free, dairy-free rendition of a timeless favourite.
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The art of mimicking dairy magic
Now, here’s the twist: the challenge isn’t just about slapping a “plant-based” label on the packaging. Oh no, it’s a daring tightrope walk between mimicking the taste and texture of the original and luring back those who weren’t thrilled with past attempts at veggie mac.
According to the prophecy (okay, market data), the stars seem aligned. Healthier mac and cheese options are soaring off shelves faster than a rocket, yet only a fraction of tasters find themselves repeating the experience. Why? Apparently, the taste buds aren’t doing the happy dance they usually reserve for the dairy-laden versions.
But fear not, for Kraft Heinz and NotCo have summoned their powers to concoct a plant-based sauce with fava bean protein and coconut oil powder, promising a creamy, comforting experience akin to the dairy delight. And, according to Food Dive, they’ve banished artificial dyes, ensuring the bowlful of joy looks just as vibrant and inviting as the classic.
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The packaging is a tale in itself. It’s not your usual “Hey, we’re different!” declaration. Instead, the iconic Kraft logo takes centre stage, with a subtle nod to NotCo in the corner, like a secret ingredient added to an old recipe.
The Kraft Heinz Not Company alliance promises more surprises in the pipeline. Rumour has it, they’re gearing up to expand their plant-based empire across seven categories, and by 2024, they might even launch these culinary concoctions internationally.
So, brace yourself for a new era of comfort food that might just make it to South Africa… Whether you’re a dedicated dairy aficionado or an adventurous plant-based explorer, this collision of classics and innovation might just change the way you see your mac and cheese. Who knows, your next comfort food binge might involve a green twist!
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