Israeli startup Chunk Foods is making waves in the U.S. market as it transitions from foodservice to retail, aiming to bring its innovative plant-based whole cuts to consumers across the nation. Following a successful entry into the U.S. foodservice sector earlier this year, the company is set to launch its products in independent retailers in Los Angeles and New York City, with plans for an e-commerce rollout before the end of 2023. This move comes at a time when the plant-based market is experiencing mixed sales performance, yet Chunk Foods remains optimistic about its unique offerings.
The company is introducing a range of products that cater to the growing demand for nutritious, convenient alternatives to traditional meat. Their lineup includes 4-ounce frozen steaks with 25 grams of protein per serving, a 6-ounce ‘steakhouse’ cut boasting 37 grams of protein, 10-ounce slabs with 31 grams, and pulled meat options containing 25 grams of protein, suitable for stir-fries, sandwiches, or salads. “We have big expansion plans for 2025, bringing these exciting products to more consumers nationwide with larger retailers,” said Amos Golan, founder and CEO of Chunk Foods.
Despite the challenges faced by the plant-based category in U.S. retail, Golan noted that retailers are eager for products that stand out. “Retailers are looking for products that stand out, not just another plant-based option,” he explained. The focus on whole cuts, taste, and texture that mimics real meat has been a key differentiator for Chunk Foods, leading to positive reception among retailers. The company’s commitment to simplicity in its ingredient list—cultured soy protein, coconut oil, natural flavors, and a few others—also resonates with health-conscious consumers.
Chunk Foods has already established a strong presence in the U.S. foodservice market, with products available nationwide through distribution partners such as Chefs’ Warehouse and Sysco. Golan reported that the company has seen “nearly zero churn,” indicating strong repeat business, particularly from customers who appreciate unique offerings. The partnership with Mexican meat and dairy company Sigma Alimentos has further bolstered Chunk Foods’ reach, allowing the brand to launch in various restaurants in Mexico and test its products in select markets in Spain.
Central to Chunk Foods’ innovation is its proprietary solid-state fermentation process, which allows the company to control the micro-texture of its whole cuts. This method is not only cost-effective compared to traditional fermentation techniques but also enables a level of customization that enhances the final product’s sensory experience. Golan emphasized, “The unique thing is our ability to control the micro-texture within the whole cut,” allowing for adjustments in fiber direction, thickness, and color.
Flavor is another critical aspect of Chunk Foods’ appeal. The fermentation process enhances meaty notes while minimizing the “beany, grassy” flavors often associated with plant proteins. This focus on flavor, combined with the company’s GRAS (Generally Recognized as Safe) status in the U.S. and non-novel classification in Europe, positions Chunk Foods favorably in a competitive market.
As the company continues to ramp up production in its Tel Aviv facility, it is also exploring the possibility of establishing a dedicated production site in the U.S., indicating a long-term commitment to the market. Golan’s vision for Chunk Foods is clear: to offer a product that not only meets the needs of health-conscious consumers but also provides a compelling alternative to traditional meat that is both affordable and enjoyable.
With its innovative approach and commitment to quality, Chunk Foods is poised to make a significant impact in the plant-based market as it expands its retail presence and explores new opportunities for growth.