Another American household item is getting vegan makeover. Iconic Oscar Mayer is launching its first-ever plant-based hot dogs. Teaming up with venture TheNotCompany, Oscar Mayer’s NotHotDogs, produced by the giant food conglomerate Kraft Heinz, promise the savory and smoky experience that Oscar Meyer fans have known in meat products for over 140 years.

“At The Kraft Heinz Not Company, our goal is to create mouthwatering, plant-based foods that are delicious and accessible for everyone – from the devoted vegan to the plant-based curious,” said Lucho Lopez-May, CEO of The Kraft Heinz Not Company. “We know people are hungry for plant-based meat options from brands they know and trust. In launching the joint venture’s first product in the plant-based meat category, we saw an opportunity to satisfy these consumer cravings, leveraging NotCo’s revolutionary AI technology and the power, equity, and legacy of the Oscar Mayer brand.”

Oscar Mayer’s plant based offerings will include both hot dogs and sausages. Oscar Mayer NotHotDogs will be available in bun length, and Oscar Mayer NotSausages will be available in Bratwurst and Italian sausage flavors. The products will roll out at national retail stores later this year, just in time for grilling season.

The plant-based market in the United States is projected to grow from $8.3 billion in 2023 to $19 billion by 2030 and The Kraft Heinz Not Company plans to benefit from this growth by continuing its expansion into additional categories of plant-based alternatives.