NotCo’s CEO on how to harness AI as an end-to-end innovation tool [Interview]

A major challenge facing the industry is finding rapid ways to scale production efficiently without compromising on quality or values. Manufacturers need to adapt faster, cut costs, and innovate. “And then there's the bigger picture: sustainability,” says Muchnick, who will be speaking at Fi Europe’s Future of Nutrition Summit. “The pressure is on to minimise the environmental impact of food production, and that’s where AI becomes a game-changer.”

The key message that Muchnick hopes to drive home at Fi Europe is that AI isn’t just another tool for innovation — it’s a game-changer that can fundamentally transform the food industry from the inside out. “By embedding AI-driven processes directly into the heart of the industry, we can accelerate the adoption of sustainable practices on a massive scale, reshaping food production for the better,” he says.

Indeed, for Muchnick, AI is about making the entire system more efficient and aligned with the evolving needs of future consumers. “Ultimately, I want attendees at Fi Europe to walk away understanding that AI has the power to create a more efficient, sustainable, and future-ready food system,” he says. “It’s not just about healthier or tastier products — it’s about changing the way we think about innovation and how businesses can leverage this technology to meet growing consumer demand while making a positive impact on the planet.”

Using AI to explore ingredient combinations

NotCo was born from this desire to rethink the way food is made. To Muchnick and his team, the traditional food industry felt stuck in an archaic, trial-and-error process, while other sectors were embracing cutting-edge innovation. NotCo therefore set out to launch its own brand and portfolio, fully powered by its AI platform, Giuseppe.

“This is the world’s first AI-powered product development platform specifically designed for the CPG industry," says Muchnick. “It is built to revolutionise how food is created, using advanced machine learning to optimise the entire process — making it faster, smarter, and more efficient than traditional methods.”

Giuseppe uses AI to rapidly explore a vast number of ingredient combinations. “For example, when we have a product brief, we input it into Giuseppe’s Formulate OS module, which kickstarts the product development process,” explains Muchnick.

“Giuseppe taps into our proprietary database of over 8,000 ingredients and cross-references scientific literature to suggest unconventional combinations that achieve the desired target. This is how we discovered that pineapple and cabbage could replicate the taste of cow’s milk in NotMilk, or how a combination of strawberry and tomato could mimic the flavour of chicken.”

After potential ingredients have been identified, formulations are tested and optimised. This enables the team to refine products across multiple variables, whether they are cost efficiency, sensory targets, or regulatory constraints. “What would typically take traditional R&D 18 to 24 months to develop, especially in a new category, NotCo can accomplish in less than six months, with more disruptive and novel solutions,” says Muchnick.

Giuseppe: An industry-wide reformulation tool for end-to-end innovation

This technological approach has enabled NotCo to shake up the plant-based foods sector. “We’re incredibly proud of the impact we’ve made with our plant-based portfolio — it was our starting point and continues to demonstrate the transformative power of our technology,” says Muchnick. “Our aim was not just to imitate animal-based foods, but surpass them in taste, texture, and nutrition. Fast forward nine years, and we’ve launched in over eight countries and across 10 categories, with award-winning products in both retail and food service.”

The company is now evolving beyond plant-based products, to offer its expertise as a tool for CPG companies to innovate better and faster. “Our goal is for Giuseppe to become the industry’s go-to tool for end-to-end innovation,” says Muchnick. “We’ve lived the industry’s pain points and know what keeps companies up at night — and we believe Giuseppe can help solve those challenges.”

The company’s first major B2B partnership came in 2021 through a joint venture with Kraft Heinz in North America. In this collaboration, NotCo leads product development of 13 staple brands, transforming them into plant-based alternatives, while also bringing a cool branding perspective to capture younger consumers.

“Since then, we’ve partnered with other major brands, expanding beyond the plant-based category,” says Muchnick. “We’ve tackled HFSS [high in fat, salt, and sugar] challenges in confectionery, developed cacao replacements to reduce ingredient dependency, are researching GLP-like ingredient for foods, and even worked on launching new concepts and brands for companies aiming to revive declining categories but not risk doing it under their existing brands.”

Bringing AI-driven innovation to industry

Moving forward, the company is excited about expanding its B2B partnerships and bringing AI-driven innovation to more companies worldwide. The vision is to empower companies to eventually integrate Giuseppe into their own operations, enabling them to innovate from within.

“These partnerships are focused on leveraging AI to unlock entirely new product categories, improve ingredient sourcing, and enhance supply chain efficiency,” says Muchnick. “Our goal is to push the boundaries of what’s possible, not just with plant-based ingredients, but in making the entire food system more sustainable and responsive to today’s conscious consumers. There’s a lot more to come, and we’re just getting started.”