The Kraft Heinz Not Company, a joint venture (JV) between leading CPG producer Kraft Heinz and plant-based unicorn NotCo, announced the launch of NotMayo, the latest product to come out of the JV. The product will initially launch across the regional US, including Midwest, Northeast, and Southeast with plans of expanding nationally and to Canada further into the year.

The new NotMayo is reportedly formulated using the same building blocks of the company’s first mayonnaise product launch in Chile, along with modifications to cater to the US consumers’ palette. Made using chickpeas and a combination of other ingredients, the product is claimed to deliver a similar texture as that of traditional mayonnaise.

NotMayo will be sold at an SRP of USD 5.99 for a 15 oz jar, which is ~129% more expensive than the traditional mayonnaise available at Walmart.

Analyst QuickTake: After entering a JV in February 2022, the Kraft Heinz Not Company released its first product, NotCheese , in October 2022. During the launch of NotCheese, the company also announced it will be launching a vegan mayonnaise product in 2023. The JV has been on track with its timeline for product launches. With additional projects in the pipeline, this collaboration is likely to be fruitful for both parties.