WOW STORY OF THE DAY: From Santiago to Silicon Valley: How NotCo’s AI Chef Cooked Up a Global Plant-Based Revolution

Updated: November 04, 2025 17:32

Image Source: Food Business News

NotCo, the Chilean foodtech startup, has redefined plant-based eating by using AI to mimic animal products with uncanny accuracy. Their proprietary algorithm “Giuseppe” powers partnerships with Kraft Heinz and Nestlé, helping NotCo scale globally while staying profitable in Latin America and expanding into functional nutrition.

In a world where taste often holds back plant-based adoption, NotCo flipped the script — with artificial intelligence. Founded in Santiago, Chile, by Matias Muchnick, Karim Pichara, and Pablo Zamora, NotCo built “Giuseppe,” an AI platform that reverse-engineers animal-based foods using plant ingredients. The result? Vegan products that taste like the real thing — and a global foodtech empire in the making.

NotCo’s rise has been anything but ordinary. After launching in Latin America, the company expanded to the U.S. and partnered with giants like Nestlé and Kraft Heinz. Their joint venture, “The Kraft Heinz Not Company,” is now developing plant-based versions of iconic American products. In 2025, NotCo is profitable in several Latin American markets and expects full profitability by 2027.

Major Takeaways:

AI-Powered Innovation: NotCo’s proprietary algorithm “Giuseppe” analyzes thousands of plant molecules to replicate the taste, texture, and behavior of animal products — from milk to burgers.

Strategic Partnerships: The company’s joint venture with Kraft Heinz is a game-changer, allowing NotCo to co-develop plant-based versions of household staples with massive distribution.

Global Expansion: NotCo operates in Chile, Argentina, Colombia, Peru, and the U.S., with plans to enter Europe and Asia through B2B licensing of its AI platform.

Profitability Milestones: As of 2025, NotCo is profitable in four Latin American countries, with streamlined operations and SKU optimization driving margin improvements.

Functional Nutrition Pivot: NotCo is entering the GLP-1 booster space, targeting metabolic health with plant-based formulations — a fast-growing segment in foodtech.

AI Licensing Model: Beyond consumer products, NotCo is now licensing Giuseppe to other food companies, creating a scalable revenue stream and expanding its influence across the industry.

NotCo’s journey from a Chilean lab to global supermarket shelves is a masterclass in innovation, grit, and strategic execution. By blending science, taste, and tech, they didn’t just build a brand — they built a movement.

Sources: AgFunderNews, CanvasBusinessModel, SWOTAnalysis.com

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