Oscar Mayer to Introduce Vegan Hot Dogs with Jeff Bezos-Backed Start Up

Oscar Mayer, a notorious hot dog brand, is partnering with NotCo Inc., a startup backed by Jeff Bezos, and under the umbrella of its parent company Kraft Heinz Co. Together, they are set to unveil NotHotDogs and NotSausages later this year. This move marks another significant stride in the evolving landscape of plant-based foods, aligning with shifting consumer preferences.

Source: @VeganHacks/YouTube

In recent years, there has been a surge in interest regarding plant-based alternatives to traditional meat products. Despite a decline in sales within the category, the appeal of creating familiar foods without the associated harm to animals, the planet, or health remains potent. Following in the footsteps of Impossible Foods Inc.’s introduction of a hot dog to its portfolio, Oscar Mayer’s venture into the plant-based arena aims to cater to this growing demand.

Taste, identified as the primary reason why many US adults hesitate to embrace fake meat, remains a pivotal challenge. However, industry stakeholders are actively addressing this concern. According to Chris DuBois, executive vice president at Circana, manufacturers are diligently refining taste and texture, signaling a positive trajectory for the industry as a whole.

At the heart of Kraft Heinz’s collaboration with NotCo lies a commitment to replicating the familiar sensory experience of consuming traditional hot dogs and sausages. Robert Scott, president of research and development at Kraft Heinz, emphasizes the importance of achieving the distinctive “snap” of the outer casing and the savory smokiness characteristic of Oscar Mayer products.

The technological feat of infusing traditional flavor notes into a completely different matrix underscores the magnitude of this endeavor. Lucho Lopez-May, CEO of the joint venture producing Oscar Mayer’s first vegan offerings, highlights the intricate process involved in translating flavoring systems by saying “Being able to borrow the flavor note, the flavoring systems, and incorporate those into a completely different matrix — it’s a massive technological accomplishment.” While prices for NotHotDogs and NotSausages may initially be 40% to 60% higher than conventional options, they aim to serve as an entry point into the burgeoning plant-based category.

Addressing concerns about health credentials, both executives acknowledge the need for continued refinement, particularly regarding sodium content. However, they emphasize that taste and consumer satisfaction remain paramount priorities in the initial stages of product development.

Related Content:

• 10 Vegan Hot Dogs and Sausages to Make at Your Next Barbecue!
• Taco Bell Testing Plant-Based Meat Alternative Made from Soy and Pea Protein
• Hormel Launches Plant-Based Meat Alternative Line Called Happy Little Plants
• Kraft Heinz To Make Plant-Based Hot Dogs
• Snoop Dogg’s New Hot Dog Brand “Snoop Doggs” to Include Veggie Sausages

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