Kraft Heinz Not Company – a joint venture between Kraft Heinz and TheNotCompany – has launched its first-ever plant-based Oscar Mayer offerings, NotHotDogs and NotSausages, in Bratwurst and Italian sausage flavours.
The new products mark the company’s latest expansion into the plant-based meat category, which includes Kraft NotMac&Cheese, Kraft NotCheese Slices, and NotMayo.
The plant-based market in the US is predicted to grow from AU$12.6 billion (US$8.3 billion) in 2023 to $28.9 ($19) billion by 2030. However, Kraft believes that the market for plant-based hot dogs and dinner sausage links needs more development due to the unsatisfactory taste and texture of the current products available.
Lucho Lopez-May, CEO of Kraft Heinz Not Company, said the brand aims to create delicious, accessible plant-based foods.
“We know people are hungry for plant-based meat options from brands they know and trust,” said Lopez-May.
“In launching the joint venture’s first product in the plant-based meat category, we saw an opportunity to satisfy these consumer cravings, leveraging NotCo’s revolutionary AI technology and the Oscar Mayer brand’s power, equity, and legacy.”
Kraft Heinz Not Company plans to scale its operations in the plant-based market and has recently started its international expansion.
