NotCo: Taste, price, familiarity
Santiago-based NotCo - which entered the US market in 2020 with plant-based NotMilk - is gearing up to enter the ultra-competitive US meat alternatives category with NotBurger, a brand that has rapidly gained traction in Latin America with high-profile partners including Burger King.
NotCo is aiming squarely at the mass market with products that can outperform the competitive set on taste and price, while attempting to build familiarity through a suite of products, from NotMilk to NotBurger, that will introduce Americans to the 'Not...' brand, he said.
"This is also why we created the joint venture with Kraft Heinz. We have the ability to become a platform company for innovation for other brands but still get the recognition for our brands.”