In a world increasingly conscious of climate change, health, and sustainability, one Chilean startup is proving that the next big thing in food may not come from a chef — but from an algorithm. NotCo, a food technology company launched in 2015, is using artificial intelligence to develop plant-based alternatives to meat, dairy, and eggs that not only taste familiar but also push the boundaries of what’s possible in the kitchen.

The brand has become a rising star in the global alt-protein movement, earning a spot among the most innovative food companies of the decade — and drawing major backing from Silicon Valley and beyond.

A Founding Vision Rooted in AI and Sustainability

NotCo was founded by three Chilean innovators — engineer and biotech expert Matias Muchnick, computer scientist Karim Pichara, and plant-based chef Pablo Zamora. Their idea was radically different: instead of just mimicking meat and dairy with trial-and-error recipes, they would use artificial intelligence to find the perfect combination of plants to replicate taste, texture, and behavior.

Their proprietary AI, named Giuseppe, analyzes the molecular makeup of animal-based foods and predicts which combinations of plant ingredients can match those properties. Using data from thousands of ingredients, Giuseppe has already helped recreate products like milk, mayonnaise, burgers, and ice cream — all without a trace of animal protein.

Products That Don’t Taste “Plant-Based”

One of NotCo’s biggest achievements is that their products don’t taste like compromises. NotMilk, the company’s flagship plant-based milk, foams like dairy, works well in coffee, and has a creamy consistency — making it a favorite among baristas and home users alike.

NotBurger, NotMayo, and NotChicken have also entered mainstream grocery shelves across Chile, Argentina, Brazil, Mexico, and the United States. These products stand out for using surprising combinations of ingredients — like cabbage, pineapple, and chickpeas — to create taste profiles that mimic the real thing.

By avoiding soy and other heavily used plant proteins, NotCo has carved out a unique identity in a market crowded with alternatives.

Big Investors, Big Growth

The startup’s bold approach didn’t go unnoticed. NotCo has raised hundreds of millions of dollars from high-profile investors, including Tiger Global, Bezos Expeditions (Jeff Bezos’ fund), and The Craftory. Its latest funding round pushed its valuation over $1.5 billion, cementing its unicorn status.

But NotCo isn’t just staying in the lab — it’s rapidly expanding retail and foodservice partnerships. In the U.S., NotMilk is available in major stores like Whole Foods and Sprouts. In Latin America, NotCo has signed deals with Burger King, Papa John’s, and Starbucks to bring its products into everyday menus.

This strategy — combining cutting-edge tech with real-world accessibility — has positioned NotCo as a frontrunner in the plant-based space, especially in regions where local innovation often lags behind the U.S. and European markets.

Challenges in the Plant-Based Market

Despite its impressive growth, NotCo faces the same challenges confronting the entire alt-protein industry. Consumers are increasingly skeptical of ultra-processed foods, and the novelty of plant-based products is wearing off for some early adopters.

Additionally, the cost of production and price point in retail settings still remain hurdles, especially in more price-sensitive markets across Latin America and Southeast Asia. NotCo has acknowledged these issues and continues to optimize its supply chain and formulations to offer better value without sacrificing quality.

What’s Next for NotCo?

NotCo’s ambitions don’t end at alternative burgers or milks. The company has announced plans to expand into B2B partnerships, licensing its AI tech to other food manufacturers looking to transition away from animal-based ingredients.

In 2023, NotCo entered a joint venture with Kraft Heinz to co-develop plant-based versions of iconic products using Giuseppe’s AI — a major sign that legacy brands are taking this startup seriously.

The team also aims to broaden its global footprint, with eyes on Europe and parts of Asia. As regulatory hurdles around plant-based labeling continue to shift, NotCo is adapting quickly to meet global standards and stay ahead of competitors.

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NotCo is far more than a trendy vegan brand — it’s a technology company that happens to be making food. With its unique blend of biotech, AI, and culinary creativity, it’s proving that the future of what we eat may be written in code, not just cookbooks.

By making sustainable food delicious, accessible, and data-driven, NotCo is not only disrupting how we make food — it’s showing the world that plant-based innovation doesn’t have to come at the cost of flavor, culture, or indulgence.

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