NOTCO JOINS FORCES WITH KRAFT HEINZ
getting inside this year’s most important food JV
Monday, 28th February - Last week, NotCo announced a joint venture agreement with global F&B giant Kraft Heinz. It’s an exciting milestone for the plant-based industry .
In less than five years, NotCo has become one of the fastest-growing food tech companies in the world. They are on a mission to replace animal-based foods entirely, in turn reversing the harm that their production has caused to the planet.
Back in 2019 The Craftory team saw the potential of this disruptive, challenger brand, investing in the company at an early stage with a view to not only scale up the business but as part of a wider goal to help transform the food sector for the better. The Craftory were amongst the first to invest in the food tech pioneers and have been working with them ever since to develop the business, stage a successful US launch, and ultimately transform the food sector for the better by making sustainable
ELIO LEONI SCETI, CO-FOUNDER & CHIEF CRAFTER AT THE CRAFTORY, EXPLAINS:
“We’ve been collaborating with NotCo since their 2019 Series B, supporting their growth through LATAM and their successful North American launch. The potential upside was instantly clear to us: NotCo’s AI Giuseppe represents an enduring and practically limitless source of food innovation. Kraft Heinz has the platform to bring these healthy and sustainable food products to mass-market consumers. We’ve always believed that scaling responsible CPG can make a major contribution to world progress, and this joint venture is a perfect example of that.”.
ABOUT THE JV
The joint venture, which will operate under the control of Kraft Heinz as The Kraft Heinz Not Company LLC (“The Kraft Heinz Not Company”), will leverage the inherent strengths of both companies. NotCo brings its patented, first-of-its-kind technology and proven artificial intelligence (AI) solutions, while Kraft Heinz offers its iconic brand portfolio and scale, to develop superior plant-based versions of co-branded products at a level of speed, taste, quality, and scale yet to be seen in the industry.
More about NotCo
ABOUT THE CRAFTORY
The Craftory is the original source of cause-capital for fast growing, responsible CPG. They invest in disruptive consumer brands that challenge the status quo of their category for the benefit of consumers, the planet and society.
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