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Fake meat has gained an unlikely champion.<\/p>\n
Oscar Mayer has become the latest food brand to embrace the appeal of plant-based meat.\u00a0Through\u00a0a partnership<\/a>\u00a0between its parent company, Kraft Heinz<\/a> Co., and Jeff Bezos<\/a>\u2013backed<\/a>\u00a0startup NotCo Inc., the iconic\u00a0hot dog and deli meat maker is set to launch NotHotDogs and NotSausages later this year.<\/p>\n Even with falling sales in the category,\u00a0the idea that America\u2019s favorite foods can be made without harm to animals, planet or health still holds promise. After years without a standout meatless hot dog option, the Oscar Mayer addition follows plant-based pioneer Impossible Foods Inc.\u2019s\u00a0December\u00a0announcement<\/a>\u00a0that it was adding a hot dog to its portfolio.\u00a0<\/p>\n Taste is cited as the No. 1 reason US\u00a0adults\u00a0don\u2019t go back to fake meat after trying it, according to a\u00a02023 survey from industry think tank Good Food Institute and pollster Morning Consult. The dearth\u00a0of return customers has led to sales declining 23% by volume for the 52 weeks ended Jan.\u00a028, 2024, for fresh products such as refrigerated plant-based burger patties, according to market researcher Circana.<\/p>\n But manufacturers are working get\u00a0the taste and texture right, said\u00a0Chris DuBois<\/a>, executive vice president at Circana. And he\u2019s optimistic that\u00a0it will happen:\u00a0\u201cThe industry is pushing hard.\u201d\u00a0<\/p>\n At the Kraft Heinz Not Company, which\u00a0formed<\/a>\u00a0in 2022, this means that biting into the products should provide the consumer with\u00a0the \u201csnap\u201d of the outer casing and the savory smokiness of a standard Oscar Mayer hot dog, said Robert Scott, president of research and development at Kraft Heinz.<\/p>\n \u201cBeing able to borrow the flavor note, the flavoring systems, and incorporate those into a completely different matrix \u2014 it\u2019s a massive technological accomplishment,\u201d added Lucho Lopez-May, chief executive officer of the joint venture producing Oscar Mayer\u2019s first vegan item. Prices will be likely be about 40% to 60% higher than conventional Oscar Mayer hot dogs, which sell for about $4 for a pack of 10. The\u00a0meatless versions will be at the \u201centry point\u201d of the plant-based category, Lopez-May said.\u00a0The new products will debut at Expo West,\u00a0a trade show for natural and organic products, on March 12 and will begin rolling out to major retailers later this year.\u00a0<\/p>\n As for the health credentials, both executives agree there is still work to do \u2014 the sodium in the NotHotDogs and\u00a0NotSausages is high and could eventually be lowered. But they stressed that that was never the first priority.<\/p>\n \u201cWe wanted to make something that tastes great,\u201d Scott said.\u00a0<\/p>\n<\/div>\nSubscribe to the new Fortune CEO Weekly Europe newsletter to get corner office insights on the biggest business stories in Europe. Sign up<\/a> for free.<\/div>\n