Santiago — NotCo, the startup founded by Matías Muchnick, is rapidly conquering the global market. The Chilean unicorn made an alliance with Kraft Heinz (KHC), the third largest food and beverage company in North America, to give birth to a joint venture that wants to advance the adoption of plant-based foods.
The food giant will supply its production capacity and its portfolio of iconic brands, while NotCo will provide its artificial intelligence-based technology to create new products. But this is not the first deal the Chilean startup has sealed with a large international company linked to the world of food; three other U.S.-based chains have incorporated foodtech products into their menus.
Starbucks: coffee and sandwiches a-la-NotCo
As of September 22, customers of more than 130 Starbucks (SBUX) locations in Chile have been able to taste plant-based food and beverages as a result of the international chain’s alliance with NotCo. Muchnick said at the time that Chile is a “good market” for experimenting.
Options on the menu included lactose-free milk, NotMilk, and sandwiches prepared with the foodtech’s imitation ground beef, NotMeat.
Papa John’s: adding vegan pizzas to the menu
In 2020, U.S.-based chain Papa John’s included in its offer several options for vegan customers or for those who do not wish to consume animal-derived products. The Vegan Royal pizza, made with NotMeat through an alliance with NotCo, was one of the alternatives promoted at that time.
Burger King: plant-based burgers
Almost simultaneously with the deal closed with Papa John’s, the startup won over Burger King Chile to launch a burger made entirely from plant-based products, the Rebel Whopper. Sold in this southern nation, the burger was an innovation, as it was cooked with 100% plant-based ingredients.
The technology developed by the Chileans allows the taste and texture of their food to be very similar to beef. Other small chains, such as Argentina’s Mostaza, have also made agreements with NotCo to offer their burgers to restaurant customers.
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