Kraft
NotMac&Cheese™
End-to-end product innovation
CHALLENGE
Recreate Kraft Heinz’s iconic Mac&Cheese flavor and texture, with 100% plant-based ingredients.
APPROACH
Recreating the nostalgic cheesy flavor and classic orange of the original was no easy task. Using Giuseppe AI Elevate, we fine-tuned ingredient ratios and uncovered unexpected flavor drivers—pushing the formulation beyond convention to match what consumers remembered.
REsult
Validated through consumer testing, our plant-based mac & cheese went head-to-head with its animal-based counterpart—and delivered on both taste and texture.
The old fashioned way
24 months
The tradicional time to develop and launch a new product to the market.
The NotCo way
10 months
Since we start working with the formula and the product was launched.
