The Famous Chilean NotCo Burgers Are Now Available In the U.S.!
With so many plant-based burgers being launched in supermarkets across the country, you may be wondering: "Why do we need one more?" However, we can ensure you that NotCo's vegan patties are a must-try! Designed through AI by a Chilean company with an insane track record in Latin America, the NotBurger is truly one-of-a-kind. Learn more about this legendary burger below!
NotCo's Success in Latin America
Although NotCo's NotMilk has become hugely popular in the U.S., available at around 3,000 grocery stores nationwide, its success in Latin America is unheard of for a plant-based foods company. In Chile, they've so far gotten a hold of 5% of the total burger market, and 2% of the dairy market! Plus, they're the main star in the Chilean Burger King's Rebel Whoppers.
The company is also dominating the plant-based food industry in other countries in Latin America like Brazil and Argentina, with plant-based milk, ice cream, and burgers. And in Argentina, the brand now has a 50% market share for hamburgers in general!
“Around 83% of those who’d bought the product went back to repurchase it! That talks really good about the product itself, right? So to us, [the secret to success] is closing the gap between probably unfulfilled or, you know, underperforming promises.”
NotCo's success was to be expected after they'd reviewed the results of their dairy product's trials at popular supermarkets.
That said, the brand did not rise to fame without financial support from some big players. In March 2019, they received $30 million in a funding round co-led by Bezos Expeditions. Later on, in 2020, they announced an $85 million investment round, which set the stage for NotCo's move into the U.S., Mexico, Colombia, and Peru. Now, they're even working on a joint venture with Kraft Heinz to develop co-branded plant-based products!
What Goes Into NotCo's New Burger?
If you aren't familiar with how NotCo's artificial intelligence technology works, they basically use a patented software called 'Giuseppe'. Through an algorithm, it determines which plant-based ingredients best mimic the taste, texture, and versatility of animal products. Giuseppe holds a database of over 7,000 plant molecules and tests 100 recipes a month to give it helpful feedback that can enhance its algorithm. This allows them to develop delicious products that are molecularly similar to their animal counterparts!
This time around, Giuseppe helped to develop what NotCo hopes will be the juiciest, beefiest plant-based burger in the U.S. market.
That said, nutritionally, the NotBurger is less competitive. It contains 13g of saturated fat and 440mg of sodium. This is far higher than the saturated fat content of both Impossible and Beyond Burgers. So, it's not necessarily aimed at those on a diet or who've gone plant-based to improve their heart health. This one is for the junk-food vegans out there, or for meat lovers who are curious about trying alternatives that taste just like beef. Here's what NotCo's CEO had to say about it:
“We have a product that is better than any plant based product in the market because we’re trying to appeal to the mass market. If that comes with a slightly elevated amount of saturated fat versus our competition, that’s OK. When I go grab a burger, my number one priority is that it has to taste amazing.”
The recipe and flavor profile are also a bit different than those of other pea protein-based patties. They use a different process to achieve less of an aftertaste from the pea protein. The burger also contains unusual ingredients like cocoa powder and chia protein!
“So NotCo’s way of developing the NotBurger was first to create ‘NotMatrix,’ the matrix of the burger, and then ‘NotBlood,’ the juiciness and the ‘blood’ of the burger, and then in an emulsifying process we kind of micro-encapsulate the fats into the fiber, so you help to stop the fat leaking out when you cook the burger in the pan.”
Are you excited to give this juicy, cruelty-free burger a try? Keep reading to find out how!
Where To Find the NotCo Product Line?
For now, you can find the NotBurger at Whole Foods and at select regional retailers. It's also scheduled to line the aisles at Sprouts Farmers Market starting this month (August 2022)! But by far, the easiest way to get your hands on this juicy vegan burger is by simply hitting the link below. Bon appétit!
