Kraft’s newest Mac & Cheese is ditching cheese

Kraft’s new Mac & Cheese is ditching the cheese and going vegan.

For the first time ever, the household staple is going plant-based with a new version of the boxed favorite that contains a dairy-free alternative to its signature cheese. It’s called “Kraft NotMac&Cheese” and will soon roll out on grocery store shelves in two flavors — original and white cheddar with shells — each priced at $3.49 per box.

Kraft partnered with NotCo., a company that makes plant-based foods, to create the new mac and cheese alternative, which is in response the growing hunger for “better-for-you” products from American consumers.

The company is joining a growing trend: Plant-based product sales surged 19% last year to $11 billion, according to research firm NIQ.

But there’s a risk for Kraft, too: Customers who have tried dairy-free alternatives sometimes don’t like the taste – and they often don’t give brands a second chance.

“Curiosity is a major factor in trying plant-based foods and beverages,” Sherry Frey, vice president of Total Wellness at NIQ, told CNN. “Those who tried animal product alternatives once or twice but did not continue said taste was the biggest reason. This was highest for the dairy milk alternatives.”

Consumers continue to show interest in dairy-free alternatives, and NIQ anticipates the category will continue to grow.