NotCo to launch NotChicken at Sprouts nationwide, unveil first fruits of Kraft Heinz JV, by year end


NotChicken patties (SRP $7.99/pack of four) will be available in the frozen section of Sprouts stores nationwide later this year, with regional retailers to be named next year, while NotChicken nuggets will hit shelves in Q1 2023, said NotCo co-founder and CEO Matias Muchnick, who claimed the products had outperformed plant-based rivals’ in recent consumer taste tests.

But with slowing sales in the US meat alternatives category as some less engaged shoppers have dipped out of the set in a period of surging inflation, does the world need another plant-based chicken nugget or patty?

The answer is yes – but only if it’s better than what’s already on the market – argued Muchnick, who said the meat alternatives category is “saturated with me-too products from companies that don’t own any IP,” ​and claimed that “we have IP and something that other companies don’t.”

‘What matters to retailers is are you going to drive profitability or not? Are you bringing real innovation to the market and can you drive growth?’

Launched in 2020, NotMilk is now in 8,000 stores in the US. Image credit: NotCo

The fact that NotCo products are gaining traction in other meat-centric markets such as Brazil, Argentina, and Chile (where Burger King now offers NotChicken and NotBurger) has also opened doors in the US, said Muchnick, while NotCo has also “proven itself​” in the US market with NotMilk [already in 8,000 stores since launching in 2020] and NotBurger [now in 700 US locations including Sprouts and Whole Foods since launching in early summer].

“NotChicken has been validated in other markets, which gives people confidence, but retailers are also aware that NotBurger and NotMilk are performing incredibly well here in the US. What matters to them is are you going to drive profitability or not? Are you bringing real innovation to the market and can you drive growth?”



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