Oscar Mayer’s First Vegan Hot Dogs Are Here

Despite the vegan trend reportedly fading, Oscar Mayer has introduced its first-ever plant-based hot dogs, according to CNN.

The Kraft Heinz-owned brand has announced two new varieties of plant-based hot dogs and sausages. These new products, which offer a “smoky, savory taste and thick, juicy bite” that resembles its usual versions, aim to cater to consumers seeking alternatives to traditional meat products. The offerings, called Oscar Mayer “NotHotDogs” ($5.99) and “NotSausage” ($7.99), will be in retailers across the U.S. further into the year.

This new introduction is an extension of its partnership with plant-based foods company NotCo to grow Kraft’s plant-based offering “in response to the growing hunger among American consumers for ‘better-for-you’ products.” Previously, it brought out vegan boxed Mac & Cheese, cheese slices, and mayonnaise.

Kraft is strengthening its efforts in this sector, although it’s not as in-demand as plant-based dairy. According to data provided to CNN by research firm NIQ, sales of plant-based meat decreased by 9% in 2023, amounting to approximately $886 million.

Decreasing sales have brought about issues for pioneers, such as Beyond Meat, which also sells sausage items. Despite having previously been a trendy plant-based meat company, it has encountered decreasing demand and rising costs over the years.

Last week, during its earnings report, Beyond Meat said it has plans to cut costs and move towards a “learner operating structure.” But the company didn’t specify if that may involve more layoffs after 19% of its staff were axed toward the latter part of 2023.

Even with setbacks, there’s still plenty of “consumer interest in healthier and more sustainable food options,” according to Sherry Frey, vice president of Total Wellness at NIQ. This interest shows there is an opportunity for growth. Frey added that recent improvements in plant-based meat offerings, like better taste, improved texture, and additional options, “could entice new and lapsed consumers back to the category.”