MRO Magazine

NotCo expands into Canada with launch of NotMilk


Food

November 3, 2021
By Maryam Farag


Industries

Photo: NotCo.

NotCo is expanding into Canada with the launch of NotMilk.

Its 100 per cent dairy-free product is now available at select grocery stores across British Columbia such as Save On Foods, Georgia Main, and Choices Market. Soon making its debut in IGA & Metro grocers across Quebecthis October and in Ontario by December.

Developed using NotCo’s patented A.I. technology that mimics animal-based foods using plant-based ingredients, NotMilk embodies the dairy taste, texture and function of cow’s milk.

Since its inception five years ago, NotCo has seen explosive growth on the global market, being the only company to disrupt three main animal-based protein categories simultaneously – dairy, eggs, and meat – something no other competitor in the world has achieved so far. The company operates in seven countries in both retail and foodservice, and the expansion to Canada happens little under a year after its successful introduction in the U.S. market.

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“The growing popularity of plant-based products, including and especially in Canada, is an exciting trend but we know many consumers still struggle with the compromises in taste and experience of dairy-free milk. We’re here to change that once and for all,” said Matias Muchnick, CEO and Founder, NotCo. “That’s the power of introducing a new technology – our artificial intelligence and our team of chefs and food scientists – to an obsolete system. You add a whole new world of innovation and can deliver a plant-based milk that actually tastes like milk.”

NotMilk is the first product in the NotCo family to launch in Canada. NotCo is backed by marquee venture capital names, including Bezos Expeditions, Roger Federer’s Team8, Tiger Global, L Catterton, Future Positive Kaszek Ventures and EHI.

“This expansion into Canada is another exciting step for NotCo following the success of our products in both the U.S. and Latin America,” said Lucho Lopez-May, CEO, NotCo in North America. “We’re incredibly proud of the innovation that brought us to this stage and about partnering with some of Canada’s most important grocery chains to deliver the NotMilkTM to consumers across the country.”