Plant-based whole-cut pioneer Juicy Marbles has secured a long-term supply deal with UK supermarket chain Sainsbury’s. The deal will see the brand’s plant-based steaks roll out at 553 Sainsbury’s locations UK-wide.
The steaks come in a pack of two and will initially be on promotion at £7, underpricing comparable beef steaks. They have received the highest possible Nutriscore of A, as they are a good source of protein, fibre, and micronutrients while being low in saturated fat. Sold raw and unseasoned, the steaks are said to have a versatile whole-muscle texture, meaning they can easily be used in traditionally meat-based recipes.
This is Juicy Marbles’ fourth major UK supermarket deal — its products are already available at Tesco, Waitrose, and Whole Foods. The Sainsbury’s launch will take the brand’s total UK footprint to over 1500 retail locations.
Juicy Marbles claims that demand for its products has exceeded all expectations — in a two-week trial at Waitrose last year, 86% of stock sold out in under four days. The brand’s steaks and Bone-In Ribs both reportedly continue to see strong sales across the UK.
“An honour and a privilege”
Juicy Marbles is based in Slovenia and has seen considerable success across Europe. In July, the brand told vegconomist that its products are available for retail in the UK, Switzerland, and Austria; they also sell wholesale in Sweden, Denmark, and Germany. Additionally, the plant-based whole cuts can be purchased online in the US.
In February, Juicy Marbles announced its first launches in the Czech Republic via grocery delivery service Rohlik and wholesaler Greenheads. The development came after the brand took the Champion spot for plant-based meat In The Grocer’s 2023 Food and Packaging Awards, while its plant-based ribs won ‘Most Innovative Vegan Product’ at PETA’s 2023 Vegan Food Awards.
“Holy moly. Just two years ago, we wouldn’t have dared to imagine breathing the rarified air of the Sainsbury’s chilled food section,” said Luka Sinček, co-founder of Juicy Marbles. “It’s an honour and a privilege to be introduced to Sainsbury’s shoppers — who we hope, after sinking their teeth into their first plant-based steak, will welcome us into their kitchens with the same enthusiasm as their fellow home chefs over at Tesco and Waitrose… It’s not a competition or anything. But, may the best store win.”
