NotCo, the start-up backed by Kraft Heinz and Jeff Bezos, will test a new animal-free cheese in Cleveland

Kraft Heinz Co. and NotCo, backed by Jeff Bezos, are bringing plant-based, animal-free cheese to Cleveland eight months after announcing their partnership.

The “Not Cheese” product is set to begin market testing in Cleveland beginning in early November, with nationwide rollout expected by the end of 2023.

“Not Cheese” resembles Kraft’s American Orange Cheese Slices and is made with water, modified corn starch, coconut oil and chickpea protein.

The final price of the product has not yet been determined.

Animal-free mayonnaise is also in the cards, with a rollout currently slated for early 2023.

The agreement between NotCo and Kraft Heinz was first announced at the end of February. This provided Kraft Heinz with the opportunity to test the waters of the vegan substitute market without having to invest heavily in research and development.

“Sometimes to be more effective and efficient, you need to enlist partners to help you on your journey,” Kraft Heinz CEO Miguel Patricio told Bloomberg News.

In February, NotCo CEO Matias Muchnick said the partnership was an “exciting step for the plant industry and shows the power of technology’s role in mainstream adoption.” We are thrilled to partner with Kraft Heinz and their iconic brands. »


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