In 2024, NotCo has made significant progress with several innovative initiatives and major expansions. One of the main novelties is its strategic change towards becoming a leader in food technology, being called the "ChatGPT of food". This approach involves using its AI platform, Giuseppe, to assist in the development of food products for other companies through B2B collaborations. NotCo has formed partnerships with industry giants like Kraft Heinz and Mars Wrigley to create new plant-based products and improve their offerings

Additionally, NotCo has expanded its product line and distribution. They recently introduced NotMilk Unsweetened Vanilla and expanded their NotMilk Barista line, which is now available at big box retailers like Whole Foods and Sprouts Farmers Market. These products respond to the growing demand for plant-based and sugar-free options in the market.

Additionally, NotCo continues to innovate within the plant-based sector by developing new products and entering new categories, such as snacks. They have also been exploring opportunities in the food service industry, leveraging their existing relationship with Shake Shack

These initiatives highlight NotCo's commitment to using artificial intelligence to revolutionize the food industry and expand the accessibility of plant-based products.