NotCo, a Chilean plant-based dairy startup, has exited the refrigerated milk category in the US to focus on creating a presence in the small but growing shelf-stable segment.
NotMilk shelf-stable products (in 32 oz and 8 oz options) are available at 3,500 stores in whole milk, chocolate, and barista varieties, with the vanilla variant slated to launch later this year.
The decision was believed to be made earlier this year, as the company failed to gain the expected competitive standing in the segment. According to NotCo, the company also plans to focus on the foodservice sector such as cafes and coffee shops.
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