The plant-based cream cheese is now available at grocery stories in Atlanta, Houston, Miami and other locations in the Southeast, with a wider rollout planned for summer 2023.
The new variety is made with coconut oil and faba bean protein among other ingredients, and is designed to mimic the experience of eating traditional cream cheese.
"Plant-based has been outpacing the overall categories within all of dairy for quite some time," said John Crawford, VP of client insights for dairy at IRI. "Getting dairy notes in a plant base is hard," Scott said, but he hopes consumers will notice buttery hints in the spread. "To get to butter ... that's a huge success metric," he said, acknowledging that the dairy-free cream cheese "is not a taste match of the existing product."
Like its cohorts in the alternative meat space, Kraft is trying to reach a flexitarian consumer: someone who doesn't avoid animal protein entirely, but occasionally wants a plant-based alternative. "There's a big opportunity" there for Kraft, said Scott. The waning interest is driven in part by the relatively high prices of meat alternatives. With food inflation remaining particularly high, consumers are opting for more affordable basics in the grocery store
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