NOT YOUR AVERAGE JOINT VENTURE:
TheKraftHeinzNotCo

Imagine some of the world’s favorite Kraft Heinz brands, but as plant-based versions. Powered and developed at the speed of NotCo’s patented artificial intelligence (AI) technology, with taste and quality as a priority, and using simpler ingredients. This is how TheKraftHeinzNotCo will transform the way consumers enjoy plant-based food.
AND WE ARE GOING TO REINVENT THE FOOD INDUSTRY

AND WE ARE GOING TO REINVENT THE FOOD INDUSTRY

AND WE ARE GOING TO REINVENT THE FOOD INDUSTRY

Giuseppe is the name of NotCo’s enabled A.I. The technology that can combine data from thousands of plants and identify combinations to replicate animal products on a molecular level. In other words, Giuseppe is in the house to help Kraft Heinz’s iconic portfolio to be reinvented. Without animals. 100% plant-based.

ALL THE BEST NOW ON AN UNPARALLELED SCALE

ALL THE BEST NOW ON AN UNPARALLELED SCALE

ALL THE BEST NOW ON AN UNPARALLELED SCALE

Reducing environmental impact is everyone’s job and now it will be in the hands of many more people. As Kraft Heinz is one of the largest food and beverage companies in North America and the world, a partnership like this will make plant-based options yummier, easier to find and more affordable for many families.

  • 'When we started NotCo, it was our goal to make our technology a catalyst for a more sustainable food system, not only for us, but for other brands and manufacturers who share the same ambitions. Today is an exciting milestone for the plant-based industry and shows the power of technology’s role in driving mainstream adoption. We’re thrilled to partner with Kraft Heinz and work hand-in-hand on building a more sustainable food system.'

    MATIAS MUCHNICK

    FOUNDER & CEO NOTCO

  • 'The joint venture with NotCo is a critical step in the transformation of our product portfolio. It delivers on our vision for cleaner, greener, and delicious products for consumers. The technology that NotCo brings is revolutionary in creating delicious food with simpler ingredients, at tremendous speed, all while reducing our environmental impact.'

    MIGUEL PATRICIO

    CEO KRAFT HEINZ

RECOVERING THE PLANET, TOGETHER

RECOVERING THE PLANET, TOGETHER

RECOVERING THE PLANET, TOGETHER

Did you know: consuming plant-based food = literally helping save the planet? Yes, by taking the animal out of the equation, you’re removing the bad bits of food production: water consumption, carbon footprint increase, pressure on land space and deforestation. Time is ticking and the more people start helping, the more we’ll be able to recover. Adding the power of TheKraftHeinzNotCo is also about that. Why Not?

Q&A

  • What is NotCo?

    NotCo is a fast growing food-tech company formed by a group of people with a common goal: to reinvent the food industry — one delicious mouthful at a time. We are here to change the everyday, for everyone and everywhere. With our first-of-a-kind, patented AI technology, we have managed to replicate animal products using only plants and vegetables. And make them even better.

  • Why and how NotCo uses AI?

    Artificial Intelligence is about learning everything about a subject in order to improve it and it is our main tool to reinvent the food we love to eat. Thanks to AI, we created Giuseppe, a proprietary algorithm that learns and studies infinite combinations of plants and that can replicate animal products – or make them even better. By processing and learning about the infinite possibilities of plant and vegetable combinations, we can store and obtain an enormous amount of information – chemical, molecular, physical and nutritional, with a higher level of detail than would be possible using only the human mind. Thus, with Giuseppe on our side, we are going to reinvent the food industry. Why Not?

  • What are NotCo's ambitions for sustainability?

    We believe that the first step towards achieving a more sustainable food system is to take animals out of the equation. It’s our goal to leverage our technology to find unexpected combinations of plant-based ingredients, that allow us to replicate the animal products that we are reliant on, without compromising on taste, functionality, or experience. In doing so, we will be able to minimize the impact that food production has on the environment. We are continuously working on ways to reduce our impact, and provide consumers with better, more accessible, mouthwatering, food options.

  • Why is Kraft Heinz partnering with NotCo in this new company?

    Kraft Heinz is in the process of a product portfolio transformation, focused on its vision for cleaner, greener, more delicious products. NotCo is an ideal partner for us because it brings patented, first-of-its-kind technology and proven AI solutions that produce high-quality, plant-based products at tremendous speed. When you match that with Kraft Heinz' iconic brand portfolio, scale and go-to-market excellence, we believe we're going to truly revolutionize the food industry.

  • Why is NotCo partnering with Kraft Heinz in this new company?

    At NotCo we operate under the belief that our world is running out of time. It’s our mission to change the food industry fast and effectively, and advance it towards a more sustainable future, and we believe that our technology is a key enabler to quicker, more accurate innovation. But we also know that for real change to happen we have to collaborate and work together. With Kraft Heinz scale, go-to-market excellence, and portfolio of loved brands, we will be able to prove that better plant-based foods can exist, without any of the compromises seen today. Our strengths complement each other extremely well allowing us to create a joint venture that will make a material difference in the businesses we choose to operate.

  • Why is the joint venture happening now?

    Plant-based is one of the fastest growing segments in Food and Beverage, but while the popularity is surging, there are still barriers such as taste, texture, variety, familiarity and availability. Kraft Heinz and NotCo both see an incredible opportunity to leverage their respective strengths for a joint venture designed to reimagine global food production and advance it toward a more sustainable future. This is an extraordinary step forward for both businesses and, we hope, for consumers and the environment.

  • What is the scope of TheKraftHeinzNotCo joint venture?

    The Kraft Heinz Not Company will focus on plant-based innovation across numerous product categories that Kraft Heinz currently plays in. It will be headquartered in Chicago, with research and development facilities in San Francisco.

  • How are the teams going to be built? Are they going to be formed by NotCo people, or both Kraft Heinz and NotCo?

    The team will be fueled by the best from both sides, along with outside subject matter experts. We're focusing on the culture of a start-up, and seeking world-class talent.

  • What else does the joint venture entail, besides development of new products?

    Besides the development of new products, the joint venture will also provide commercial support to the NotCo brand stand-alone, allowing NotCo to accelerate availability and scale of its products.

  • How will Kraft Heinz and NotCo be supporting the products developed by the joint venture?

    Kraft Heinz and NotCo will collaborate to create plant-based products across numerous product categories. We expect to share more details on rollout plans for the new products in the months ahead.

  • Does the scope of the joint venture also involve Kraft Heinz international markets?

    The joint venture starts in North America and will have a global focus. We expect to share more details on markets and roll-out plans in the months ahead.

  • What is the timeline for product development and launch?

    Our joint venture kicks off immediately with the goal of getting something innovative to market very quickly, following the speed of development from NotCo's AI technology and Kraft Heinz go to market capabilities.

  • Will the AI chefs team at NotCo be directed to the joint venture?

    No, there will be a separate team dedicated to the joint venture. The current AI Chef’s Team will remain dedicated to the NotCo brand. We will have an exclusive team 100% devoted to servicing the joint venture needs. This team will have a culinary sub group supporting all the development efforts as well.