In a bold demonstration of rapid innovation, plant-based food pioneer NotCo has unveiled its latest creation: the Dubai Style NotSquare chocolate bar. What began as a casual office conversation about a trending pistachio-filled chocolate has transformed into an exciting limited-edition launch that pushes the boundaries of plant-based snacking.
NotCo’s CEO and founder Matias Muchnick revealed on LinkedIn that this unexpected product journey took just two weeks from ideation to production. The result is a groundbreaking chocolate bar that combines indulgence with nutrition, featuring a distinctive crunchy texture, 7 grams of protein, zero sugar, and a plant-based chocolate coating.
To generate buzz around the launch, NotCo has created an innovative social media campaign centered on ASMR. The company is inviting consumers to participate in a unique challenge where they can record themselves experiencing the distinctive sound and texture of the Dubai Style NotSquare. Selected participants will not only receive product samples but also have the opportunity to be featured in an official promotional video.
This latest innovation is part of NotCo’s strategic expansion into the snack category, following the successful launch of their NotSquares line featuring Choco Coco and Peanut Butter varieties in late 2024. The company has demonstrated its commitment to this segment with a planned investment of over $30 million in snack development over the next three years.
Meanwhile, NotCo is streamlining its operations in North America through a strategic realignment with Kraft Heinz, its joint venture partner since 2022. Following the closure of its New York offices, the company has transferred its US and Canadian sales operations to Kraft Heinz. This partnership has already yielded plant-based versions of iconic products like mac & cheese and Kraft Singles.
The operational restructuring allows NotCo to concentrate on achieving profitability in its Latin American markets, with Chile and Argentina as primary targets, followed by Mexico and Brazil. This strategic shift demonstrates NotCo’s adaptive approach to market dynamics while maintaining its innovative edge in product development.
The company has not yet announced specific availability details for the Dubai Style NotSquare, but the limited-edition status suggests an exclusive initial release.