Kraft debuts dairy-free mac and cheese in the US

Category: Lifestyle/Entertainment


Unlocking Word Meanings

Read the following words/expressions found in today’s article.

  1. roll out / roʊl aʊt / (phrasal v.) – to introduce or sell a new product or item for the first time

    The company’s latest mobile phone will be rolled out next week.

  2. collaboration / kəˌlæb əˈreɪ ʃən / (n.) – the act of working with another person or group for a special purpose

    The collaboration between the two largest IT companies would make the best AI tool.

  3. outpace / ˌaʊtˈpeɪs / (v.) – to move or develop faster than someone/something or be better than someone/something

    The renewable energy sector is outpacing traditional energy sources as more countries invest in sustainable technologies.

  4. purchase / ˈpɜr tʃəs / (v.) – to buy something

    A good marketing strategy will make people purchase a product.

  5. drastic / ˈdræs tɪk / (adj.) – severe or serious, especially when referring to significant changes

    Companies had to implement drastic changes during the pandemic to continue their operations.


Read the text below.

Kraft Macaroni and … Fava Beans?

The Kraft Heinz Co. said it’s bringing dairy-free macaroni and cheese to the U.S. for the first time. The company said the new recipe has the same creamy texture and flavor of its beloved 85-year-old original Mac & Cheese but replaces dairy with ingredients like fava bean protein and coconut oil powder.

The plant-based Kraft NotMac&Cheese, which will be rolled out to U.S. stores over the next few months, was developed in collaboration with Not Co., a Chicago startup that makes plant-based milk, burgers and other products.

Kraft Heinz, which is based in Pittsburgh and Chicago, formed a joint venture with Not Co. last year. The joint venture, called The Kraft Heinz Not Co., has already released non-dairy cheese slices and mayonnaise in the U.S. It plans to add more products and begin international distribution next year.

Kraft Heinz began selling vegan macaroni and cheese in Australia in 2021, but this will be the first time it’s been sold in the U.S.

Kraft Heinz Not Co. CEO Lucho Lopez-May said sales of plant-based macaroni and cheese products are outpacing the overall category. But less than 30% of buyers purchase the products a second time, citing disappointing taste and texture.

Lopez-May said Kraft Heinz Not Co. aims to meet consumers’ preference for plant-based foods with familiar flavors that don’t force them to make drastic changes to their eating habits. Kraft sells more than 1 million boxes of its original Mac & Cheese every day.

NotMac&Cheese will be available in white cheddar and original flavors.

While it’s made from plants, NotMac&Cheese isn’t necessarily healthier than the original. When fully prepared with margarine and almond milk, 1 cup of NotMac&Cheese has 450 calories; by comparison, 1 cup of original Mac & Cheese prepared with margarine and 2% milk is 350 calories. The plant-based dry mix is higher in fat and carbohydrates. But it’s also lower in cholesterol and has more protein and fiber.

This article was provided by The Associated Press.

Viewpoint Discussion

Enjoy a discussion with your tutor.

Discussion A

  • Some of those who tried the plant-based products didn’t buy the products a second time. How do you think companies can make sure that consumers will keep buying their products? Discuss.
  • What food product have you only tried once and never bought again? What didn’t you like about it? On the other hand, what food product do you keep buying? What do you like about it? Discuss.

Discussion B

  • In your opinion, what advantages can a well-established company gain from collaborating with a startup in the creation of innovative products, such as the plant-based NotMac&Cheese? Discuss.
  • What companies/businesses in your country do you want to see collaborate? Why? Discuss.