NotCo, a Chilean food technology startup, is advancing the use of artificial intelligence (AI) in food production, reshaping the product development process for major global consumer packaged goods (CPG) companies. Co-founded in 2015 by Karim Pichara and Matias Muchnick, the company has revolutionised how food formulations are created, focusing on using AI to develop plant-based alternatives and improve product formulations.
The AI platform, named Giuseppe, was initially designed to generate plant-based versions of animal-derived ingredients but has since expanded to support broader product development needs. Giuseppe enables food scientists, chefs, and product developers to optimise formulations by exploring vast ingredient combinations and adjusting variables to meet specific goals such as texture, nutritional profiles, and cost efficiency.
With AI’s assistance, NotCo has significantly reduced development timelines. Traditional R&D processes in the food industry can take years, but NotCo’s technology can cut this down to just a few months. This capability has attracted the attention of major CPG companies, including Mars, Nestlé, Mondelēz, and Kraft Heinz, all leveraging NotCo’s platform to enhance product offerings, improve nutritional labels, and comply with ever-changing regulations.
The company’s B2B business is growing rapidly, with NotCo providing complete product formulations and technology for companies to integrate into their own R&D processes. In addition to its core plant-based products, NotCo is working with Kraft Heinz on a joint venture to create co-branded, plant-based products across multiple categories.
NotCo’s AI-driven approach is particularly valuable in product reformulation, where many companies face increasing pressure to enhance sustainability and health benefits. The company’s platform helps businesses navigate the complexities of ingredient substitution and optimisation, addressing challenges like reducing sugar without compromising on flavour and texture.
As part of its long-term strategy, NotCo further expands its B2B offering, particularly its software-as-a-service (SaaS) model. The company is also expanding its product range, including functional snacks and new plant-based innovations. With AI continuing to drive its success, NotCo is positioned to be a key player in the evolving food tech landscape.