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Philadelphia Plant-Based Rolls Out Across USA After Trial Saw Repeat Purchases X2 Category Average

Last December, Kraft Heinz‘s brand Philadelphia launched a plant-based version of its iconic cream cheese —- Philadelphia Plant-Based Original —…

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Last December, Kraft Heinz‘s brand Philadelphia launched a plant-based version of its iconic cream cheese —- Philadelphia Plant-Based Original — for the first time at select retailers in the US Southeast. Today, Philadelphia Cream Cheese announces the nationwide rollout of its plant-based spread in Original and two new flavors: Strawberry and Chive & Onion. 

The new expansion responds to the successful performance of the Philadelphia Plant-Based Original in the regional Southeast test market: with repeat purchases almost double the category average and 70% of purchasers saying the product exceeded their expectations. Furthermore, Philadelphia Plant-Based Original ranked as the fourth top-performing plant-based cream cheese in the Southeast and sixth in the nation despite being available in one region, says the brand.

“To be the first mainstream cream cheese brand launching a plant-based spread option with widespread accessibility across the U.S. is an important milestone for Philadelphia and our fans,” said Keenan White, Senior Brand Manager, Philadelphia at the Kraft Heinz Company. 

© Image courtesy of Philadelphia

Plant-based spread for the masses

The new dairy-free cheese combines a blend of coconut oil and fava bean protein. It is gluten-free without added flavors or dyes. All the Philadelphia Plant-Based flavors are now available for purchase at grocery stores across the country.

Kraft Heinz is poised to bring plant-based offerings to the masses since research shows that more than half of people want to add plant-based options to their diets. The new plant-based spread is one example of this effort. Other initiatives of the food giant in the category include an AI-powered alt cheese product and a mayonnaise launched by the new partnership with food tech company NotCo, The Kraft Heinz Not Company

“Whether on their morning bagel, a veggie pairing for lunch or a delicious dip creation for snack time, we are proud to provide consumers with a delicious product that fits their lifestyle,” he added.

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