US food group Kraft Heinz and food tech start-up TheNotCompany (NotCo) have announced a collaboration to reinvent global food production and move towards a more sustainable future.
The joint venture, which will operate under Kraft Heinz as The Kraft Heinz Not Company LLC, will seek to leverage the strengths of both companies.
The partnership will benefit from NotCo’s patented technology and proven AI solutions and Kraft Heinz will offer its brand portfolio and scale to develop plant-based versions of co-branded products.
Both partners aim to accelerate the adoption of plant-based foods.
As interest in plant-based foods increases, barriers to taste, variety and availability remain, Kraft Heinz noted.
NotCo has made strides to meet these consumer needs by developing plant-based substitutes for animal products with simpler ingredients using technology and an agile approach to innovation.
“The joint venture with TheNotCompany is a critical step in transforming our product portfolio and a tremendous addition to our brand value creation capabilities,” said Miguel Patricio, CEO of Kraft Heinz.
“It helps us achieve our vision of bringing cleaner, greener and delicious products to consumers. We believe the technology NotCo brings is revolutionizing the creation of delicious plant-based foods with simpler ingredients,” added Patricio. .
“When we launched NotCo, our goal was to make our technology an enabler for a more sustainable food system, not just for us, but for other brands and manufacturers who share the same ambition,” said Matias Muchnick, co -founder and CEO of NotCo.
“Today is an exciting milestone for the plant industry and demonstrates the power of technology’s role in mainstream adoption. We are thrilled to partner with Kraft Heinz and their iconic brands and work hand in hand to create a more sustainable food system,” Muchnick said.
Kraft Heinz is not a company
The collaboration will be headquartered in Chicago with research and development facilities in San Francisco and will focus on plant-based innovation across many Kraft Heinz product categories, the food giant added.
Lucho Lopez-May, who currently serves as CEO of NotCo’s North American unit, will step in as CEO of the joint venture.
Previously, Lopez-May was CEO of Garland Food, and before that, President of Strategic Growth Channels at Danone North America.
By partnering with NotCo, Kraft Heinz aims to leverage its manufacturing and commercial capabilities, across the scale of its global food brands, to set a new standard for plant-based innovation.
© 2022 European supermarket magazine – your source for the latest A-Brands news. Article by Conor Farrelly. Click on subscribe register for ESM: European Supermarket Magazine.