Food and Beverage Business
Finance

Mars collaboration highlighted as a key innovation strategy by NotCo CEO

Mars collaboration highlighted as a key innovation strategy by NotCo CEO Food and Beverage Business

NotCo founder and CEO Matias Muchnick has announced a strategic partnership between the plant-based company and Mars in an exciting new collaboration.

On LinkedIn, Muchnick revealed that NotCo and Mars are working together on innovative projects within the food and beverage industry, capitalizing on NotCo’s AI technology.

NotCo has already successfully launched plant-based foods in collaboration with Kraft Heinz, leveraging its AI program dubbed Giuseppe.

Muchnick expressed his enthusiasm for the partnership with Mars Wrigley, stating, “We are beginning to work on groundbreaking innovation projects, combining the power of NotCo’s patented AI, the expertise of both companies’ teams of scientists, and Mars’ deep understanding of leading consumer categories.”

This collaboration showcases Mars’ dedication to driving innovation and harnessing the potential of AI in the food industry. It highlights their commitment to pushing boundaries and embracing new ways of working, as emphasized by Muchnick.

When approached for further details, a spokesperson for NotCo stated that Muchnick’s announcement encompasses all the available information at the moment. Mars had not responded to the request for comment at the time of writing.

Last year, NotCo partnered with Kraft Heinz to launch products using their AI technology, resulting in successful alternatives to cheese and mayonnaise. NotCo’s AI program analyzes plants to create unique combinations that closely replicate animal-based products.

In December, Muchnick revealed plans to make their AI technology available to other food businesses after securing additional funding. With the $70 million raised in Series D1 funds, NotCo aims to catapult its new B2B unit, allowing CPG brands, ingredient suppliers, and technology providers to leverage Giuseppe for their own innovation.

Muchnick stated, “Our decision to launch the B2B platform has been part of our long-term strategy, and after the success of our joint venture with Kraft Heinz, we knew it was the right time to accelerate the transformation of the plant-based industry.”

In addition to their collaboration with Kraft Heinz, NotCo offers a range of plant-based products under the brands NotMilk, NotChicken, and NotBurger, which are available in the US and Latin America.

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