NotCo - A Start-Up that is Strategically Leveraging Artificial Intelligence to Drive Plant-Based Innovation - A Success Case Study

NotCo - A Start-Up that is Strategically Leveraging Artificial Intelligence to Drive Plant-Based Innovation - A Success Case Study

Summary

This report details how a Latin American company has gone from start-up to unicorn status by leveraging artificial intelligence to produce meat and dairy alternatives. It looks at how it has expanded so rapidly, both in terms of geographic markets and products launched, and the role AI had to play in that expansion and success. The report also explores how its success is derived from the fact that NotCo sits at the intersection of two themes: ethical eating and developing technology.

The correlation between COVID-19 mortality and obesity has led the UK government to look again at the national obesity crisis and find new ways to tackle it. A crackdown on promotional offers in-store as well as online and TV advertising will mean brands need to find new ways to adapt. We also explore the underlying reasons why some reformulations succeed and why some flop; it will be vital for manufacturers to understand this ahead of legislative changes in the UK.

Scope

• Artificial intelligence means the timescale between development and market is vastly reduced.
• Artificial intelligence also produces products that are a much better match to the real thing.
• Getting the texture and consistency right means alt-milk products like ice cream become more palatable.
• The alt-milk market is shifting away from soy-based products in Latin America and other proteins have already overtaken them in North America.

• Understand how NotCo has leveraged AI rather than relying on conventional plant-alternative proteins.
• Learn possible ways your brand will be impacted if NotCo reaches your market-space.
• Find out where NotCo is thinking of expanding next, and with which products.
• Appreciate how the meat and dairy alternative markets are changing and evolving, particularly since the pandemic.