[Disclosure: AgFunderNews‘ parent company AgFunder is an investor in Juicy Marbles.]
Juicy Marbles and Revo Foods Partner to Launch Innovative Mycoprotein Fish Filet
Juicy Marbles, a Slovenian startup specializing in plant-based whole cuts, has announced an exciting collaboration with Austrian startup Revo Foods. Together, they aim to introduce Kinda Cod, a mycoprotein-based fish filet that marks the first product in their new line of curated offerings called ‘Juicy Marbles & Friends.’
Product Launch and Distribution
Kinda Cod will initially be available in the US through Juicy Marbles’ online store, with plans for UK and EU releases to follow. Promoted as “the solution to breaded, rubbery fish alternatives,” Kinda Cod is designed as a raw, unseasoned filet, leveraging Revo Foods’ advanced 3D printing technology to create a product that has 130mg DHA and 82mg EPA omega-3 fatty acids per serving. Additionally, it provides a significant amount of vitamin B12, B6, dietary fiber, and folate.
Maj Hrovat, cofounder and R&D chief at Juicy Marbles, stated, “Much of the plant-based fish market is dominated by breaded filets, fish sticks, or eerily translucent, rubbery alternatives. But when we cooked Revo’s Cod, it flaked into tender pieces like a proper filet.”
A Partnership for Innovation
Luka Sinček, cofounder of Juicy Marbles, emphasized that this partnership is pivotal for expanding their product range without incurring excessive capital expenditures. He remarked, “Juicy Marbles & Friends will feature a selection of amazing products that cater to different tastes, health goals, and price points, making plant-based whole cuts more accessible than ever.”
Revo Foods CEO, Robin Simsa, echoed these sentiments, noting that partnerships like the one with Juicy Marbles are crucial for propelling the industry forward. He explained that many startups founded recently faced hurdles due to high capital intensity, stating, “This collaboration exemplifies how different strengths can combine to advance our respective fields.”
Aiming for Profitability Amidst Market Challenges
With its quirky marketing and presence in nearly 4,000 stores across various European markets—including major retailers like Tesco and Whole Foods—Juicy Marbles is focused on achieving profitability this year as it increases economies of scale. However, plans to launch in US retail stores have been paused due to tariffs imposed during the Trump administration. CEO Tilen Travnik shared, “We’re doubling down on the direct-to-consumer business in the US, and retail will have to wait until things become clearer.”
Navigating Market Realities
Despite a general decline in sales of meat alternatives, Juicy Marbles is experiencing growth, albeit at a more gradual pace than anticipated. Travnik noted, “The market is clearing out subpar products that lack momentum, which can result in a smaller market. But for companies like us, capturing a larger share of that market can be beneficial.”
The Importance of Efficiency
Unlike other players in the alt-protein space that raised significant funds based on inflated valuations, Juicy Marbles has taken a more conservative approach. Travnik stated, “We are quite efficient. Our factory may not be the shiniest, but our revenue per production employee demonstrates that we are doing well.” He criticized the trend where other companies overestimated their growth and subsequently faced financial challenges due to over-expansion.
Though specific technological details about Juicy Marbles’ production processes remain undisclosed, Travnik explained that their methods involve an “extrusion-like process to texturize the protein,” followed by additional steps to add flavor and color.
