Sizzling Summer of Franks: Oscar Mayer Merges Traditional Meat and Plant-Based Sausages in Packs for Flexitarian Consumers
In the heart of summer, Oscar Mayer, a subsidiary of Kraft Heinz, has introduced the EveryBun Pack - a packaging innovation aimed at pleasing hosts who struggle to satisfy both meat-eaters and plant-based guests. This new offering is currently being rolled out on a limited trial basis in New York City, Los Angeles, Chicago, Boston, and Dallas, the country's top hot-dog-consuming cities.
The EveryBun Pack consists of Oscar Mayer wieners and Not Hot Dogs, with each item sealed separately within the package to ensure clear separation and prevent cross-contamination. This packaging innovation is Kraft Heinz's alternative to the blended meat category, which is gaining popularity globally, with 64% of consumers expressing interest in blended protein options.
The Not Hot Dog was unveiled in 2024 as a joint venture between Kraft Heinz and Chilean food tech company NotCo. NotCo, founded in 2015 by Matias Muchnick, Pablo Zamora, and Karim Pichara, specializes in plant-based food products using proprietary AI technology called Giuseppe, which helps develop animal product alternatives. NotCo was involved in developing the vegan sausages marketed by Oscar Mayer.
Oscar Mayer first debuted its Not Hot Dogs and Not Sausages in 2024 in response to the growing US plant-based market. The new vegan wieners are made from wheat gluten, potato starch, bamboo fiber, and more, designed to replicate the texture and taste of Oscar Mayer's conventional products.
The trial aims to gauge consumer demand for a potential nationwide rollout of the EveryBun Pack. The Not Hot Dog has 31% less fat, 75% less saturated fat, and 43% more protein than Oscar Mayer's traditional wieners, making it an appealing option for health-conscious consumers.
However, the success of vegan hot dogs has been a contentious issue. Most vegan hot dogs fail to convince meat-eaters, with only 25% of omnivores impressed in a large taste test this year. In contrast, 55% of participants liked the animal-based benchmark. Yet, in the US, 74% of omnivores are interested in the concept of blended protein, and two-thirds are likely to purchase them (versus 57% who say the same for plant-based meat).
The EveryBun Pack is Kraft Heinz's response to the popularity of hot dogs during the grilling season. With wieners featuring in over 1.5 million social media posts this summer and going viral through fashion collaborations, it's clear that hot dogs remain a staple of summer gatherings.
As a news reporter traveling and reporting from across Asia, it will be interesting to see how the EveryBun Pack is received in the US and whether it paves the way for a wider acceptance of plant-based options in the hot dog market. Residents in the trial cities can order the EveryBun Pack via GoPuff until August 24, while supplies last.
-Anay Mridul, News Reporter
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