# NotCo **Source:** https://geo.sig.ai/brands/notco **Vertical:** Food, Beverage & AgTech **Subcategory:** Plant-Based Foods & AI Food Tech **Tier:** Growth **Website:** notco.com **Last Updated:** 2026-04-14 ## Summary AI food tech unicorn using Giuseppe AI to reverse-engineer animal products from plants; ~$335M revenue; $1.5B valuation backed by Jeff Bezos and a16z; strategic joint venture with Kraft Heinz to develop plant-based versions of iconic CPG products. ## Company Overview NotCo is a Santiago, Chile-founded food technology company founded in 2015 by Matías Muchnick, Pablo Zamora, and Karim Pichara. The company is best known for its proprietary AI engine, Giuseppe, which analyzes the molecular composition of animal-based foods and identifies optimal plant ingredient combinations to replicate taste, texture, and nutrition. NotCo's consumer brand includes Not Burger, Not Chicken, Not Mayo, Not Milk, and Not Protein.\n\nNotCo has raised $428 million in total funding at a $1.5 billion valuation, backed by investors including Jeff Bezos, Andreessen Horowitz, L Catterton, and Tiger Global. Estimated annual revenue is approximately $335 million. The company has a strategic joint venture with Kraft Heinz to develop plant-based versions of iconic Kraft Heinz products under the NotCo brand, giving it access to mass market retail distribution.\n\nIn 2025, NotCo repositioned itself as a B2B platform business, offering its Concept Quant service — an end-to-end AI-powered product development tool — to CPG brands seeking faster, cheaper food and beverage innovation. This pivot reflects a broader industry shift toward software and AI licensing as a complement to physical product sales in food tech. ## Frequently Asked Questions ### What is Giuseppe, NotCo's AI engine? Giuseppe is a machine-learning platform that models the molecular structure of animal products and identifies plant-based ingredient combinations that replicate their sensory properties — the core technology behind all NotCo consumer products. ### Who are NotCo's major investors? NotCo's investors include Jeff Bezos, Andreessen Horowitz, L Catterton, Tiger Global, and the Kraft Heinz Company, which co-operates a plant-based joint venture with NotCo. ### Is NotCo shifting its business model? Yes — in 2025 NotCo launched Concept Quant, a B2B AI product development platform that sells access to Giuseppe to CPG brands, moving beyond its own consumer product lines into a platform and licensing model. ### What is NotCo and what role does AI play in its product development? NotCo is a Chilean food technology company that uses an AI system called Giuseppe to develop plant-based versions of conventional animal-based foods. Giuseppe analyzes thousands of plant ingredients and their molecular properties to identify combinations that can replicate the taste, texture, and appearance of meat and dairy products, accelerating the product development process compared to traditional R&D approaches. ### What products does NotCo make and sell? NotCo produces plant-based versions of burgers (NotBurger), chicken (NotChicken), milk (NotMilk), and other dairy-inspired products. The company has expanded its portfolio across Latin America and the United States, with products sold through grocery retailers and fast food partnerships. NotMilk has been particularly well-received for closely replicating the taste of cow's milk. ### What major partnerships has NotCo established? NotCo has formed significant partnerships with major food industry players, including a joint venture with Kraft Heinz to develop plant-based versions of Kraft Heinz's iconic food brands using NotCo's AI technology. The company has also partnered with McDonald's in some Latin American markets to offer plant-based options on the fast food chain's menu. ### Where is NotCo headquartered and in what markets does it operate? NotCo was founded in Santiago, Chile, and has expanded operations across Latin America (Argentina, Brazil, Chile, Mexico) as well as the United States. The company has raised significant venture funding from investors including Tiger Global and has positioned itself as a leading alternative protein innovator in both Latin America and globally. ### How does NotCo's AI platform compare to traditional food R&D? Traditional food product development relies on human food scientists experimenting iteratively with ingredient combinations, a process that can take years. NotCo's Giuseppe AI system can analyze millions of ingredient combinations and predict which will achieve target sensory properties, dramatically compressing the product development timeline from years to months and enabling more ambitious reformulations than human trial-and-error alone can achieve. ## Tags b2c, b2b, global, unicorn, ai-powered, platform, startup, latin-america --- *Data from geo.sig.ai Brand Intelligence Database. Updated 2026-04-14.*