Slovenian-based vegan meat company Juicy Marbles wants to deliver a “primal eating experience” to its diverse consumer base.
Known largely for its innovative whole cuts, including plant-based loin and filet mignon, the company took its “primal” approach a step further in 2023 by incorporating vegan “bones” into its first limited edition batches of alt-ribs. Made from soy protein, the bones can be eaten or composted.
In July, Juicy Marbles formally launched its Baby Ribs in the U.S. According to the company, the new “clean label” recipe is also boosted with micronutrients and contains no thickeners, binders, preservatives, or additives.
“People want products with ingredients they understand,” said Vladimir Mićković, chief brand officer at Juicy Marbles. “A lot of people are adding plant-based meats to their ‘protein portfolio,’ and we want them to rest assured that they’re not eating something that’s just mimicking the sensory aspects of meat, but also provides the essential micronutrients our bodies need to function.”
Currently, Juicy Marbles can only be purchased online in the U.S. and the products are often out of stock. Internationally, the company has retail distribution in the U.K., Switzerland, and Austria, and works with wholesalers in Sweden, Denmark, and Germany.
Mićković told FI that Juicy Marbles “grows 3x year-on-year” but did not provide any supporting sales data. The company is eyeing a U.S. retail launch in 2025.
The Plant-Based Identity Crisis
The Baby Rib release comes as alt-meat innovation is dwindling across the U.S. Amidst ongoing sales contraction and consumer skepticism, major players are recalibrating their marketing strategies and dialing back on their initial crusade to displace animal-based meat products.
In terms of industry performance, Mićković views this approach as “the original sin.”
“Meat is arguably the crown jewel of our food culture, and people don’t take meddling with culture lightly,” he told FI. “Instead of adding to the food culture and humbly and respectfully integrating into it, companies came off as a little brash and insensitive to what people care about.”
Mićković also cited “opportunist companies trying to capitalize on the initial hype” as another damaging element for plant-based. “[They] came out with some really bad products. That’s why we saw a temporary shrinkage of the category; many of these companies are now dying off.”
Targeting At-Home Chefs
In attempts to revitalize the category, Beyond Meat has been doubling down on the nutritional value of its offerings, while Impossible Foods rebranded, going red in a move to appeal to a broader swath of the meat-eating population.
While it would appear that Juicy Marbles takes a similar approach, Mićković said the company does not segment people into meat eaters and non-meat eaters.
“That dichotomy assumes those two groups are homogenous in values and principles. But to me…it says very little about a person. If I think of how I got into plant-based meat… I was not vegan, but I found the idea amazing and was very excited to try it. No strings attached.”
Accordingly, the company markets its products as food items to get excited about.
“If anything, we are promoting our product to home chefs – people who like to cook for themselves, their families, and their friends,” said Mićković. “People who cook care about experience, and they care about quality ingredients.”
