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NotCo, a plant-based start-up backed by Amazon founder Jeff Bezos, has announced rapid expansion plans.
The brand uses artificial intelligence (AI) to create milk, meat, and mayonnaise alternatives.
NotCo
Since its launch a year ago, NotCo released its plant-based milk NotMilk nationally across the US at ‘record speed’. Now, it’s available in more than 3,000 stores such as Whole Foods, Sprouts, and Wegmans.
Moreover, by the end of 2021, it’s hoping to increase to 8,000 sites.
Founder and CEO Matias Muchnick said: “As the plant-based category continues to grow, NotCo is in a unique position as our AI technology allows us to develop products across a variety of categories that are true replacements to animal-based foods.
“We’ve been thrilled with the response from retailers across the country in both the natural and conventional channel as they immediately understand the advantage we’re bringing to the category.
“Shoppers know plant-based milk is better for the environment and want more sustainable options, but they also know this usually comes with a sacrifice in taste.
“With NotMilk, we are here to change that.”
AI technology
The patented science used to create NotCo’s signature style works by replicating different components at a molecular level. This results in products that taste, feel, and function ‘like the real thing’, according to NotCo.
Among the main ingredients are peas, pineapple, and cabbage.
The expansion comes just a month after the firm eyed a staggering $1 billion valuation. This is also known as unicorn status.
One of its famous investors is billionaire Jeff Bezos, through his investment company Bezos Expeditions.
