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NotCo Ushers In New Golden Era Of Chicken With NotChicken


New York-based NotCo, the food tech company with a patented A.I. technology (named Giuseppe) that creates plant-based options that taste, feel, cook and function like their animal-based counterparts, has debuted NotChicken to the Latin American market.

A finishing touch to the year, the expansion into the plant-based chicken subcategory includes four SKUs: NotChickenNuggets, NotChickenBurger, NotChickenBurgerCrispy and NotChickenFillet.

Plant-based chicken is one of the high-growth categories in the space, rising at 18 percent in the last year, according to SPINS. Ushering in a new golden era of chicken, NotCo’s new NotChicken line will be available in Chile, Argentina and Brazil in December, in more than 980 retail partners including Cencosud, Carrefour and Pão de Açúcar.

In addition to launching in retail, NotCo will be announcing several restaurant partnerships within the next few months within its current geographic footprint. The brand also has plans to introduce NotChicken in the U.S. and Canada in the future.

“What we have achieved in terms of superior taste and texture is a true reflection of the impact we can make if we believe that things can be done better,” said Matias Muchnick, CEO and co-founder of NotCo. “None of this could be done without the help of Giuseppe, our patented AI that is transforming plant-based innovation. NotChicken is just the latest in what we have planned as we celebrate the beginning of a new golden era for chicken. It’s an exciting time for us as it is the first time we are launching into a new alt-protein category in three countries at the same time, but you can expect to see more very soon. We’re excited to share this with the world and be one step closer to changing the food system for the better.”

Peas, chickpeas, bamboo and peaches are some of the ingredients Giuseppe, NotCo’s first-of-its-kind patented technology, identified together with NotCo’s research and development team and chefs to replicate and improve upon the taste and texture of chicken. 

“When I first tried it, it was hard to believe I was enjoying the crunchiness, juiciness and flavor of a chicken made from fruits and vegetables. NotCo has found a way to produce a product with plants that improves upon many versions of actual chicken,” said Danny Meyer, the Shake Shack founder, QSR trailblazer and investor of the company through Enlightened Hospitality Investments, after trying the first prototypes of NotChicken.

NotCo’s journey to conquer palates worldwide kicked-off earlier this month at the best-selling chicken burger restaurant in Chile, “Chicken Love You,” where NotChickenBurger sold out in less than a day. The brand fast-tracked launching the full line of NotChicken products due to the overwhelming demand.

NotChicken’s packaging is unique in the plant-based chicken space and was designed to stand out on shelf and attract new consumers to the category.

NotChicken also addresses sustainability issues surrounding traditional poultry production. Choosing NotChicken over its animal counterpart saves 86 percent of water use and 73 percent of CO2 emissions that are used in the production process of poultry products, generating a positive impact for the planet, according to an internal audit by NotCo.

In 2021, NotCo added more than 20 items to its portfolio in Latin America, launched in four new countries – Canada, Mexico, Colombia and Peru – and expanded into more than 3,400 stores throughout the U.S. The company’s series-D round led by Tiger Global and investors like Lewis Hamilton and Roger Federer’s Team 8 have recently elevated NotCo to unicorn status, valued at $1.5 billion dollars.

The funds have helped accelerate its technological superiority and expansion efforts in the U.S. and other geographies. To learn more about NotCo, visit notco.com.

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