The Kraft NotMac & Cheese Cups have been debuted by the brands in the US as what’s claimed to be the only plant-based microwaveable mac and cheese cups currently available. The product takes aim at Gen Z and Gen Alpha consumers who are on the hunt for vegan-friendly fare that also prioritizes convenience. The product is reported to have a similar taste profile to the brand’s classic Kraft Easy Mac pasta and features macaroni alongside NotCheese to give it a vegan recipe with no artificial dyes.

The Kraft NotMac & Cheese Cups come in four packs that can be quickly microwaved for enjoyment in 3.5-minutes to make them perfect for meals or snacks, depending on consumer preferences.

Image Credit: The Kraft Heinz Not Company