Kraft Heinz Expands Plant-Based Portfolio with Vegan Crème Desserts
Kraft Heinz has broadened its plant-based offering with the launch of vegan crème dessert pots in the UK, tapping into the growing demand for non-dairy alternatives in the desserts category. The new product line, developed under the Heinz Vegan range, includes three flavors: Chocolate, Hazelnut, and Coconut. The 100g servings are soy-based and cater to consumers seeking dairy-free indulgences without compromising taste or texture.
These products are now available at select Tesco stores across the UK, priced at £2.15 for a 2-pack. Positioned as chilled desserts, the launch marks Kraft Heinz’s latest move to diversify its plant-based footprint following previous entries in meat alternatives and dairy-free condiments.
The company’s strategic focus on plant-based innovation aligns with shifting consumer preferences. According to data from the Plant Based Foods Association, the UK plant-based food market is forecast to reach £1.1 billion by 2027, signaling strong potential for brands that can deliver both familiarity and functionality in alternative formats.
Kraft Heinz’s entry into plant-based desserts is particularly notable amid a growing push by large FMCG players to fill gaps in vegan-friendly indulgence segments—categories traditionally dominated by dairy. The brand’s ability to leverage household recognition in combination with plant-based innovation could prove a competitive advantage.
Importantly, all three varieties are certified vegan and registered with The Vegan Society, reinforcing Kraft Heinz’s commitment to transparency and consumer trust. The company also confirmed that it will continue to explore further entries within the non-dairy segment, indicating ongoing investment into formulation R&D and category-specific expansion.
This new range not only supports the increasing demand for accessible plant-based products but also reflects broader industry trends: flexitarian lifestyles, sustainability concerns, and disruption in traditional dairy categories. With established players like Kraft Heinz entering the space, expectations are rising for taste parity and brand familiarity in plant-based offerings.
As retailers face mounting pressure to expand vegan sections and offer greater variety across chilled and ambient channels, launches like this could significantly influence range planning and consumer purchasing behavior in the coming quarters.