NotCo, the plant-based food company, has introduced a new product, the Dubai Style NotSquare, which originated from an informal internal discussion. Matias Muchnick, CEO and founder, shared on LinkedIn that the idea came up during a casual conversation about a viral pistachio-filled chocolate.
“This was one of those ideas that was never supposed to go anywhere (but of course it did)”
“This was one of those ideas that was never supposed to go anywhere (but of course it did),” he wrote. Within two weeks, the company moved from concept to production, resulting in a limited-edition product featuring a crunchy texture, 7g of protein, no sugar, and a plant-based chocolate coating. The company notes that the product is limited edition (for now), but has not yet confirmed where it will be available.
To promote the new product, Notco is engaging consumers through an ASMR challenge, inviting participants to record themselves trying the Dubai Style NotSquare and showcasing its texture and sound. Selected participants will receive a sample and have the chance to be featured in an official video compilation.
The Dubai Style NotSquare is part of Notco’s broader expansion in the snack category. The company launched its NotSquares line, including Choco Coco and Peanut Butter flavors, in late 2024 and has committed to investing over $30 million into snack development over the next three years.
Shift in North American operations
In addition to product expansion, Notco is restructuring its North American operations. The company recently closed its New York offices and has transferred sales responsibilities for the US and Canada to Kraft Heinz, its joint venture partner since 2022.
The collaboration has focused on developing plant-based versions of Kraft Heinz’s staple products, such as mac & cheese and Kraft Singles. The decision to shift sales operations is intended to improve cost efficiency and allow NotCo to prioritize growth in Latin America, where it aims to achieve profitability first in Chile and Argentina, followed by Mexico and Brazil.
