For greater than 140 years, Oscar Mayer has been synonymous with conventional meat-based scorching canine for over a century. Final 12 months, it pulled in $89 million in scorching canine gross sales alone.
However in 2024, Oscar Mayer is venturing into the worldwide vegan scorching canine market via its dad or mum firm, Kraft Heinz, which is a part of the three way partnership The Kraft Heinz Not Firm. Beneath this enterprise, the worldwide meals large is working to rethink its heritage merchandise along with The Not Firm, a Chilean meals innovator that produces plant-based merchandise which can be equivalent to their animal counterparts with the assistance of synthetic intelligence.
In its newest launch, The Kraft Heinz Not Firm has remade Oscar Mayer’s merchandise in plant-based NotHotDogs and NotSausages, a strategic transfer to fulfill evolving shopper preferences whereas tapping into the rising demand for plant-based options.
The Kraft Heinz Not Firm
“When deciding which merchandise to carry to market, we analyze varied classes, style, and ingredient profiles, in addition to the patron want for an excellent tasting product,” Danielle Watts, Affiliate Director of Advertising and marketing at The Kraft Heinz Not Firm, tells VegNews.
“Client want for scrumptious and accessible plant-based options solely continues to develop, and that is the muse on which The Kraft Heinz Not Firm was constructed,” Watts says.
“On the identical time, plant-based scorching canine and dinner sausage hyperlinks stay underdeveloped and under-consumed, largely resulting from customers being disenchanted within the style and texture of current choices,” she says.
Oscar Mayer’s plant-based wieners
The worldwide vegan scorching canine trade is at the moment valued at roughly $496 million and, in response to market analysis agency Future Market Insights, will develop to $829 million by 2033.
To faucet into the profitable trade, the three way partnership has been engaged on the brand new NotHotDogs and NotSausages since asserting the three way partnership in 2022.
“All through the event of Oscar Mayer NotHotDogs and NotSausages, we leveraged key traits from our proprietary Oscar Mayer taste profile to make sure we have been mapping again to the savory and smoky expertise followers have recognized and beloved for over 140 years,” Watts says.
The Kraft Heinz Not Firm
Central to the creation of Oscar Mayer’s meatless scorching canine and sausages are plant-based substances chosen by Giuseppe, the AI-powered “chef” NotCo makes use of to approximate animal merchandise. Right here, mushrooms, peas, bamboo, and cherry function important parts that contribute to the general style, texture, and look.
“For our Oscar Mayer NotHotDogs, the usage of substances like mushroom and tomato powder carry savory and smoky style notes, and our proprietary spice mix contains acerola cherry, which helps spherical out our taste profile,” Watts says.
“Our NotHotDog and NotSausage merchandise not solely ship on nice style but additionally carry the odor, look, texture, and grill marks customers want and wish,” she says.
A casing created from seaweed is wrapped across the meatless sausages to make for a handy guide a rough consuming expertise paying homage to the unique.
“With regards to replicating the hyperlinks expertise in a plant-based format, an enormous unlock for us was across the texture and attaining the ‘snap’ that occurs while you chew right into a sausage hyperlink,” Watts says. “Our group curated quite a lot of novel plant-based substances, finally introducing an algae-based casing that naturally mimics the casing expertise of sausage hyperlinks.”
The brand new Oscar Mayer plant-based scorching canine and sausages—in Bratwurst and Italian flavors—will roll out at retailers nationwide later this 12 months.
Kraft Heinz remakes its classics
By remaking its basic merchandise to resonate with trendy customers, Kraft Heinz, via its three way partnership, is poised to seize a hearty portion of the plant-based meals trade—which Analysis and Markets tasks might be value $19 billion globally by 2030.
The Kraft Heinz Not Firm
Along with the brand new Oscar Mayer plant-based scorching canine and sausages, the corporate has additionally launched a vegan remake of its standard mayonnaise (NotMayo) and three flavors of its Kraft cheese singles (NotCheese in American, Provolone, and Cheddar).
Late final 12 months, the three way partnership additionally unveiled Kraft NotMac & Cheese, a reimagined model of its famed boxed mac and cheese in dairy-free authentic and white cheddar flavors, each offered in an up to date model of its recognizable blue field.
With this stuff, the three way partnership completes its acknowledged objective of launching plant-based merchandise in 4 classes. In 2024, the purpose is to broaden to seven classes whereas making plant-based merchandise accessible to extra customers.
“Wanting forward, The Kraft Heinz Not Firm will proceed to scale into much more classes and proceed its worldwide growth,” Watts says.
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Anna Starostinetskaya is the Senior Information Editor at VegNews and is all the time keeping track of all issues vegan in her house metropolis of San Francisco, CA and in all places else.
