Kraft Heinz reported the alt dairy spread, which is coconut oil-based, had ‘outperformed the category’, ranking as the fourth top-performing plant-based cream cheese in the region and the sixth nationwide – despite being available only in the southeast US at the time.
The CPG giant also claimed that it saw repeat purchases almost double against the category average during the pilot. According to 2021 research by Mintel Data and IRI for Philadelphia cream cheese, less than half of shoppers that tried plant-based spreads became repeat customers.
Keenan White, senior brand manager for Philadelphia, said: “To be the first mainstream cream cheese brand launching a plant-based spread option with widespread accessibility across the U.S. is an important milestone for Philadelphia and our fans. Whether on their morning bagel, a veggie pairing for lunch or a delicious dip creation for snack time, we are proud to provide consumers with a delicious product that fits their lifestyle.”
Alongside the original flavor, the company is releasing two new ones – Strawberry and Chive and Onion. The Original flavor is coconut oil-based and also contains water, modified potato starch, faba bean protein, salt, xantham gum, carob bean gum, guar gum, lactic acid, sorbic acid, citric acid and natural flavoring.
In other markets, such as the UK, Mondelēz International launched Philadelphia Plant Based in 2022, a dairy-free cream cheese alternative with an almond and oat base. In the US, the three flavors are currently being rolled out to major retailers nationwide, including Target, Meijer, and Albertsons.
