NotCo
Chilean plant-based food-tech company using a machine-learning system, Giuseppe, to formulate vegan analogues of milk, mayo, burgers, and ice cream.
NotCo (legal name The Not Company) is a Chilean food-technology company, founded in 2015 in Santiago by Matias Muchnick, Karim Pichara, and Pablo Zamora. Its formulation platform — known internally as Giuseppe — uses machine learning to propose plant-based combinations that match the molecular, sensory, and functional profile of target animal products.
Why it matters
NotCo is the largest plant-based consumer brand to emerge from Latin America. Its products are sold in Chile, Brazil, Argentina, Colombia, Mexico, Canada, and the United States. In 2022 Kraft Heinz announced The Kraft Heinz Not Company, a joint venture applying NotCo’s formulation technology to KH’s legacy brands — an early test of whether a vegan-native company could reformulate a conventional food portfolio at scale.
Product range
NotMilk, NotMayo, NotBurger, NotMeat (ground), NotChicken, NotIceCream, and NotCheese, plus regional variants. All products are vegan.
International footprint
Founding the company outside the U.S. gave NotCo early exposure to Latin American supply chains and retail — and the products are a reminder that the plant-based category is not a U.S.-centric phenomenon. The company’s English-language marketing leans heavily on the AI-formulation angle, but the underlying premise is consistent with the rest of the sector: build convincing plant-based replacements for animal products and let taste do the persuading.