Vegan Delight: NotCo Launches Limited-Edition Dubai Style NotSquare

NotCo, a plant-based food innovator, has unveiled its latest creation, the Dubai Style NotSquare, which originated from a casual internal discussion. Matias Muchnick, the CEO and founder, mentioned on LinkedIn that the concept emerged during an informal conversation about a popular pistachio-filled chocolate.

“This idea was initially never intended to go anywhere (but, of course, it did),” he shared. Within just two weeks, the team transformed the idea into reality, producing a limited-edition snack with a satisfying crunch, 7 grams of protein, no added sugar, and a plant-based chocolate coating.

Although the product is currently labeled as a limited edition, details about its availability have yet to be disclosed.

To celebrate the launch, NotCo is engaging its audience through an ASMR challenge, encouraging participants to film themselves sampling the Dubai Style NotSquare while highlighting its unique texture and sound.

Chosen participants will receive samples and may even feature in an official video compilation.

This new addition forms part of NotCo's broader strategy to expand into the snack market. The NotSquares line, which debuted in late 2024 with flavors like Choco Coco and Peanut Butter, is supported by the company’s $30 million investment in snack innovation planned over the next three years.