Juicy Marbles, a Slovenian startup known for its high-end plant-based filet mignon steaks, loins, and baby ribs, is setting its sights on the U.S. retail market, aiming for a launch in 2025. This ambitious move comes on the heels of a successful online debut and a growing presence in European retail, with products now available in 3,500 stores across multiple markets, including major retailers like Tesco, Sainsbury, Waitrose, Whole Foods, Billa, Migros, and Lidl.
Co-founder and CEO Tilen Travnik is optimistic about the company’s trajectory, targeting profitability by the end of this year as Juicy Marbles achieves greater economies of scale. “We have a new product in the pipeline that retains the features consumers are looking for but will be manufactured in a more efficient way [with a lower price point],” he explained. This new offering is part of a strategy to broaden the consumer base, making the brand more accessible to a wider audience.
In an innovative marketing approach, Juicy Marbles has been exploring partnerships to enhance its retail presence. Recently, the company collaborated with Graza, an olive oil brand, to bundle products together, a tactic that could be replicated in future endeavors. This creative marketing strategy aligns with the company’s quirky brand identity, which has resonated with consumers.
Awareness of Juicy Marbles surged earlier this year after an unexpected mention in the Netflix documentary “You Are What You Eat.” During an interview segment, an audience member shouted out the brand’s name when the topic of plant-based steaks arose, leading to a significant boost in online revenue. “It basically doubled our online revenue, which was a nice surprise!” Travnik noted. However, he acknowledged the challenges of online sales in the U.S., particularly the high costs associated with temperature-controlled shipping.
As the company prepares to enter the U.S. retail market, it has secured a key distributor, paving the way for its products to be available in stores by 2025. Travnik described the typical Juicy Marbles consumer in the U.S. as a mix of hardcore fans, including vegans, vegetarians, and non-vegetarians who may have family members following plant-based diets. In contrast, European consumers tend to be more flexitarian, reducing their meat intake while still consuming animal products.
Juicy Marbles is part of a growing trend in the food industry, where several companies are focusing on creating ‘whole cut’ meat alternatives. Competitors include Planted from Switzerland, Chunk Foods from Israel, and Meati Foods from the U.S., among others. While Juicy Marbles has not disclosed the specific technology behind its products, Travnik mentioned that they utilize an extrusion-like process to texturize the protein, followed by additional steps to incorporate fibers, fats, and color.
The company is also exploring advancements in precision fermentation and cell culture technology. Travnik shared that they have produced prototypes with two different cell culture companies, indicating meaningful progress in developing hybrid products. “I definitely see a future where plant-based represents the bulk of the material and the protein, and then fermented or cell cultured material added as an aromatic or functional component,” he stated.
While Juicy Marbles does not heavily emphasize the health or sustainability benefits of its products, the brand’s marketing approach incorporates humor to engage consumers. “99% of all animal products in the U.S. come from a factory farm. But the other 1% of animals are happy as sh*t,” quipped chief brand officer Vlad Mićković, reflecting the brand’s lighthearted tone.
As the plant-based market navigates a period of disillusionment, Travnik remains confident in Juicy Marbles’ ability to thrive. He believes companies that can deliver exceptional consumer experiences will not only survive but grow, albeit at a more measured pace than some investors in the sector may have anticipated. With plans for expansion and a focus on profitability, Juicy Marbles is poised to carve out a significant niche in the evolving landscape of plant-based foods.