NotCo Used AI to Make $250 Million in Revenue. Here’s How Biotech Founders Can Steal Their Strategy

A peek under the hood of NotCo, a billion-dollar biotech using AI to make food from first principles

Murto Hilali
8 min readMay 17, 2024


In a rush? Three key takeaways from this article:

  • Biotech: NotCo uses its AI, Giuseppe, to create plant-based foods that mimic animal products in taste, texture, and nutrition at the molecular level — a cut above typical options.
  • Business: The company generates $250 million annually via D2C products and a B2B software licensing model, kicked off by a productive joint venture with Kraft-Heinz for product development.
  • Insight: NotCo shows how stacking innovations builds a bulletproof business, using its AI for product development AND as a strategic tool for sourcing issues and cost reduction.

In no universe do we all switch over to plant-based meats unless they’re:

  • Cheaper
  • Tastier
  • Healthier

Unfortunately, the average veggie burger tastes like a wet kidney stone, and almond milk is a luxury for the 1%. (Hyperbole).



Murto Hilali

22-y/o tech enthusiast/work in progress. All things business and biotech. More at