Kraft Heinz is set to introduce plant-based Oscar Mayer Hot Dogs and Sausages, marking a significant step into the alternative meat market. Teaming up with NotCo, this launch represents the first plant-based innovation from the joint venture since its inception two years ago.
Promising the savoury and smoky experience synonymous with the Oscar Mayer brand, the NotHotDogs and NotSausages come in Bratwurst and Italian flavours, incorporating bamboo fibre, mushroom, pea protein, and acerola cherry as key ingredients.
CEO of The Kraft Heinz Not Company, Lucho Lopez-May, highlighted the attractiveness of the space, citing an unmet need in the market. The venture aims to leverage its assets to pioneer the development of the plant-based category.
This move comes amidst challenges within the alternative meat sector, with consumers expressing concerns over taste, pricing, and ingredients. Despite these hurdles, Kraft Heinz and NotCo remain optimistic, identifying an opportunity to redefine the plant-based meat landscape.
Recognizing the long-term potential, Lopez-May emphasized the enduring reasons behind the shift towards plant-based options, including health, environmental, and ethical considerations. With the U.S. plant-based market forecast to double by 2030, the companies are poised for substantial growth.
Employing a strategy similar to previous launches, Kraft Heinz and NotCo leverage their strong brand equity and innovative AI platform to deliver products that meet consumer expectations. The Oscar Mayer plant-based offerings, designed to mimic the texture and flavour of traditional meats, have already garnered high purchase intent during testing.
With plans to explore additional categories and expand internationally, Kraft Heinz and NotCo demonstrate their commitment to driving innovation and meeting evolving consumer demands in the plant-based market.