Translating Oscar Mayer’s smoky and savory hotdogs and sausages into a plant-based formula was an opportunity for the company to address consumers’ disappointment in taste and texture within the category, according to the Kraft Heinz. Additionally, the company pointed out, the “underdeveloped and under-consumed” plant-based hotdog and sausage sector could be a driver for the new launch.
“Our Oscar Mayer NotHotDogs and NotSausages products not only deliver on great taste, but also bring the smell, appearance, texture and grill marks consumers desire and want – and we are positioning the products to reflect this,” he explained.
With a nationwide rollout expected later this year in time for grilling and tailgating season, the NotHotDogs and NotSausages “are currently available in or are exploring other channels,” including away from home, natural retailers, club stores and international expansion, Lopez-May explained.
Oscar Mayer NotHotDogs have an SRP of $5.99 per pack of four and NotSausages an SRP of $7.99 per pack of four, an increase from the original Oscar Mayer classic beef hot dogs which are retailed at approximately $3.99 for a 10-pack.
While plant-based products are typically pricier than their animal counterparts, Lopez-May noted that the company is working to “continuously optimize our offerings and pricing to ensure we are delivering superior tasting, high-quality products at the right value to consumers as we aim to create mouthwatering plant-based food for all.”
Leveraging NotCo’s AI-based technology for optimal plant-based ingredients
NotCo’s AI-based technology, Giuseppe, discovers and identifies viable plant-based ingredients that matches taste, texture and smell of animal-based foods for its B2B customers, which is half of the company’s business. The other half focuses on its CPG brand, NotCo Foods.
“Through the combination of Kraft Heinz’s family of iconic brands and NotCo’s revolutionary AI technology, we’re able to develop plant-based versions of the brands consumers know and love at a level of speed and taste that’s never been done before. This AI technology further enables us to understand food at the molecular level in order to mimic taste, functionality, color and more,” Lopez-May elaborated.
NotHotDogs and NotSausages are the latest addition to the joint venture’s portfolio of plant-based products, including KRAFT NotMac&Cheese, KRAFT NotCheese Slices and NotMayo.
