Fast-growing food technology innovator unlocks space for new product development for different flavors, promising to shake up the food industry
NEW YORK, June 28, 2022†BUSINESS WIRE†NotCothe food-tech unicorn disrupting plant-based innovation with its own AI technology (Giuseppe), announced a new series of patents for its ability to develop scents and aromas that evoke human emotions and memories. The patents were granted on the basis of Giuseppe’s new ability to detect plant essences and convert them into a much-loved, desired fragrance. Soon, Giuseppe would be able to construct flavors that evoke feelings such as falling in love for the first time or the smell of childhood.
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Matias Muchnick, CEO & Founder at NotCo and Karim Pichara, CTO & Co-Founder at NotCo (Photo: Business Wire)
The science of how smells relate to emotion, memory and mood is well documented. Smells and odors are processed by regions in the brain associated with emotion and memory, including the amygdala and hippocampus. Giuseppe is now the only technology that can create these positive associations through plant-based foods and drinks. By understanding taste on a molecular level and interpreting the emotion our brains associate with it, NotCo can recreate these experiences through taste and aroma using only plant-based ingredients.
“Flavor will always reign supreme, but what we feel when we smell our food is a powerful nuance,” said Karim Pichara, co-founder and CTO at NotCo. “Fragrances and aromas are a critical part of motivating more people to use plant-based options in the long term. These new patents further enhance the experience by creating plant-based products that taste, function and odor just like their animal counterparts. By matching the nostalgic scents that people associate with certain memories and emotions, we open a new path for them to make the switch to plant-based.”
As the first company to use AI to explore the re-creation of flavors in our food, NotCo is once again accelerating product development with greater rigor than ever before. The technology has already been used to develop the brand’s NotChicken™ and traditional fried chicken recipes, which were launched in 2021 in Brazil, Mexico, Argentina and Chile.
“Today is an exciting milestone as we are one step closer to fulfilling our promise to transform the speed and scale of plant adoption,” said Matias Muchnick, co-founder and CEO of NotCo. “A lot of people don’t realize that when we eat, a lot of the ‘flavor’ actually comes from smells and aromas. These new patents help us get closer to replicating the real-life experience of animal products, but using only plant-based molecules.”
NotCo’s patented new technology will be applied to all future product developments. This includes joint ventures and partnerships such as The Kraft Heinz Not Company, which was announced earlier this year.
NotCo is the only global food technology company disrupting massive food and beverage categories at the same time. Less than a year after its US launch, the company reached a record $1.5 billion and has national distribution for its NotMilk™, launching NotBurger™ this spring. NotCo currently sells NotMilk™, NotBurger™, NotChicken™, NotMeat™, NotIceCream™ and NotMayo™ in several countries, including the US, Canada, Brazil, Argentina, Chile, Mexico, Peru and Colombia. For more information about NotCo, visit https://notco.com/us and follow the brand Instagram† facebook and LinkedIn†
NotCo is an industry-changing food technology leader and the only global company simultaneously disrupting massive food and beverage segments, including dairy, eggs, and meat. The company’s patented artificial intelligence technology, Giuseppe, links animal proteins to their ideal replacement among thousands of plant-based ingredients. NotCo offers a robust product portfolio, including NotMilk™, NotBurger™, NotMeat™, NotChicken™, NotIceCream™ and NotMayo™, and operates in the US, Canada, Brazil, Argentina, Chile, Mexico, Peru and Colombia. In less than five years, it has become the fastest growing food technology company in Latin America, with a valuation of $1.5 billion. In the US, NotMilk™ is currently available at more than 6,000 supermarkets nationwide, including Whole Foods Market, Stop & Shop, Publix, HEB, Harris Teeter’s, Sprouts, Costco, Wegmans, Vejii, Fresh Direct and Amazon. For more information, visit www.notco.com†
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Rachel Kay Public Relations