Tag: whole cut meat

Slovenian startup Juicy Marbles, a leader in the plant-based whole-cut meat category, has announced its highly anticipated entry into the U.S. retail market. Known for their high-end filet mignon steaks, loins, and baby back ribs, Juicy Marbles is redefining the boundaries of what plant-based meat can be. 

The company’s expansion builds on its success in Europe, where its products are sold in 3,500 stores across major retailers like Tesco, Sainsbury, and Whole Foods. With plans to secure profitability by the end of 2025, Juicy Marbles is not only a brand to watch but also a key player in the global evolution of plant-based foods. 

A Pioneer in Whole-Cut Plant-Based Innovation 

Juicy Marbles has distinguished itself in the plant-based market by focusing on whole cuts—a category often considered the “holy grail” of plant-based meat. Using a proprietary extrusion-like process, the company replicates the texture and fibers of animal meat while injecting fat and adding color to create a realistic steak experience. 

“Our products deliver the premium, indulgent experience that consumers crave, without the ethical and environmental trade-offs of traditional meat,” said CEO Tilen Travnik. 

Why the U.S. Market Matters 

While Juicy Marbles has built a strong following in Europe, its U.S. expansion signals a new chapter for the brand. A pivotal moment came when the company was mentioned in the Netflix documentary You Are What You Eat, which doubled their online revenue in the U.S. However, Travnik recognizes the challenges of scaling online sales in the U.S. due to the high costs of temperature-controlled shipping. 

The company has secured a key U.S. distributor and aims to make its products widely available in retail stores this year. “In the U.S., our customers range from hardcore vegans to flexitarians, and even meat eaters looking for premium plant-based alternatives,” noted Travnik. 

A New Product for Accessibility 

To broaden its appeal, Juicy Marbles is developing a new product at a lower price point. “We want to retain the features consumers love while manufacturing more efficiently,” explained Travnik. This move aligns with the company’s strategy to expand its consumer base while maintaining its high-quality standards. 

Collaboration and the Future of Plant-Based Meat 

Juicy Marbles is also exploring hybrid approaches to plant-based meat, collaborating with precision fermentation and cell culture startups. The goal is to integrate these technologies to enhance the flavor and functionality of their products. “The future of plant-based meat is hybrid,” said Travnik. “Plant-based will form the bulk, with precision fermentation and cell culture adding functional components.” 

Positioning in a Changing Market 

As the plant-based industry matures, Juicy Marbles is navigating what Travnik calls the “trough of disillusionment,” where consumers are demanding higher-quality products. By delivering premium experiences, the brand is poised to not just survive but thrive, even as market growth stabilizes. 

What to Expect in 2025 

With its U.S. retail launch, a pipeline of innovative products, and a commitment to redefining plant-based whole cuts, Juicy Marbles is setting the stage for a transformative year. Retailers stocking their products will offer consumers an experience that bridges the gap between indulgence and sustainability. 

Juicy Marbles’ bold expansion into the U.S. highlights the growing importance of whole-cut plant-based meats as a cornerstone of the future food landscape.