Slovenian food-tech firm debuts “world’s first” plant-based marbled filet mignon steak

10 Mar 2021 --- Plant-based filet mignon steaks have been introduced by Juicy Marbles, a food-tech start-up specializing in whole cut steaks through their patent-pending Meat-o-matic Reverse Grinder 9000. 

This debut comes as plant-based innovation continues to diversify and become more sophisticated to appeal to meat-loving consumers looking for alt-meat products that still cook, taste, feel and smell like meat.

The strategy behind Slovenia-based Juicy Marbles is to offer meat-loving consumers a plant-based alternative without “forcing an unrealistic change in behavior.” They guarantee an “undeniably meaty experience.” 

The marbled filet mignon mimics the muscle texture and marbling of meat by aligning and layering fibers from the bottom up with all-natural ingredients. 

Steak from plants 
With no printing, GMOs or laboratory alterations, Juicy Marbles co-founders Tilen Travnik, Luka Sincek and Maj Hrovat have created the first line of raw, plant-based steaks, starting with the most premium cut of them all, ultra-tender filet mignon.

“The biggest challenge was getting the right fiber alignment and intramuscular fat structure – the marbling. The most expensive steaks in the world are known for their lush marbling. It takes a lot of energy and a rare breed of cow to attain that,” explains Sincek. 

Juicy Marbles insists it has re-created the rich, fatty marbling that steak eaters love for a thick, juicy, mouth-watering whole cut of meat.“With plant meat, we control it and, thus, over time, can scale-up our steak production and bring down the price. Eventually, we’ll be able to make the most premium meats attainable for everyone,” he says.

Changing attitudes around alt-meat
Some meat-eating consumers believe that plant-based options taste bland and can be tasteless.

But, Juicy Marbles insists it has re-created the rich, fatty marbling that steak eaters love for a thick, juicy, mouth-watering whole cut of meat.

“The allure of meat is not just texture or flavor, it’s also the simplicity of preparation. A sprinkle of salt, sizzle on the pan, and boom – you have a tasty protein on your plate,” adds Vladimir Mickovic, chief brand officer.

Juicy Marbles analyzed all animal meat parameters and found some key features to improve, such as flavor longevity, juiciness retention, crust development and the nutrition profile.

Juicy Marbles adds to an increasingly growing list of plant-based innovators disrupting the food scene with alternative products. 

Market and category expansion
Over the last few months, the plant-based space is gaining even more traction as global consumers, particularly flexitarians and meat reducers, turn to alternatives that position themselves to rival animal-based products. 

The mainstream appeal for plant-based is driving expansion to more market categories and regions. This is in line with Innova Market Insights’ number two trend for 2021, “Plant Forward,” which signifies the evolution of plant-based concepts beyond the core dairy and meat alternatives categories. 

In 2020, no fewer than 67 percent of all new products with “plant-based” claims were launched outside of these pioneering sectors, the market researcher has revealed.

Earlier this year, Beyond Meat and PepsiCo linked up in a significant move that will create and scale up an array of plant-based selections for the snacks and drinks aisles. The meat alternatives player and beverage giant have coined their joint venture operations, The PLANeT Partnership.

Also, last month, Russia’s first plant-based start-up accelerator attracted support from Europe’s meat-free proponents under the ProVeg Incubator. 

The program is steered by the newly-formed non-profit Association of Alternative Food Products Producers (AAFPP), and the two organizations are targeting companies developing alternatives to animal-based products. This includes start-ups developing plant-based ingredients, cultured meat and seafood and food-tech products such as 3D bioprinting.

Shipping steaks 
Juicy Marbles’ steaks are available through the steak-testing program on the company’s website. They ship direct-to-consumer to across the US and throughout Europe for a limited time.

Unlike most other plant-based food companies, Juicy Marbles make raw and unseasoned meats for the home chef.

“We can’t expect a necessary global diet shift toward plant-based without a wide variety of plant meats that will not only enable the continuation of culinary traditions but also enable a well-balanced and wholesome diet,” concludes Travnik. 

By Gaynor Selby