Slovenian plant-based meat company Juicy Marbles has announced the launch of Meaty Meat, a whole-cut plant-based lamb alternative. The product, which became available in the US and Canada last week, is the company’s first lamb-style alternative and is positioned as a more affordable entry point into its product lineup.
“With Meaty Meat, we went deliberately ambiguous”
Priced at $10 per 6.4-ounce pack, Meaty Meat is 26% less expensive per ounce than Juicy Marbles’ previous lowest-cost whole-cut product. The company states that the price reduction is part of an effort to make plant-based whole cuts more accessible for everyday use, moving beyond special occasions and restaurant-style meals.
Meaty Meat is designed to be a flexible protein option, intended for a variety of dishes. The company states that it can be cooked whole or sliced, shredded, or chopped for use in different cuisines.
Tilen Travnik, Juicy Marbles’ CEO and co-founder, noted the versatility of the new product: “Need a juicy taco filling? Meaty Meat. A substantial, succulent sandwich? Meaty Meat. A shoulder to cry on after a rough day? Meaty Meat. It’s your everyday protein companion.”
A different approach to alt-meat marketing
Juicy Marbles is known for its unconventional approach to branding, and Meaty Meat continues this trend. Co-founder Luka Sinček explains that the company intentionally avoided a direct comparison to conventional lamb.
“The communication around these products has been weird from the start. On the one hand, you need to compare them to animal meat in order for people to visualize how they fit into their lives. On the other hand, direct comparison can draw attention away from the product’s uniquely great qualities, and instead focus solely on how well it resembles the real thing,” Sinček said.
Sinček noted that this approach can limit consumer perception of versatility. “That’s why with Meaty Meat, we went deliberately ambiguous. We wanted to see if we could give our customers more freedom while hopefully shifting the perception of plant-based whole cuts in general, by focusing on what people love most about Marbles: meaty texture and flavor – and nothing else.”
Meaty Meat is Juicy Marbles’ second product to use its “Marble 3.0” recipe, which the company introduced with its Bone-In Ribs relaunch last year. The formulation focuses on a shorter ingredient list and avoids thickeners and binders like methylcellulose and carrageenan.
The nutritional profile includes 19 grams of protein per 100 grams, a full amino acid profile, and key micronutrients such as iron, zinc, selenium, and B vitamins, including B12. It is also made with non-GMO ingredients and has received a Nutri-Score rating of A.
Product availability and expansion plans
For now, Meaty Meat is available for purchase online in the US and Canada. Customers in the US can buy it directly from the company’s website, while Canadian consumers can order it through Juicy Marbles’ online retail partner, Vegan Supply.
The company has not yet announced retail launch dates for the US, EU, or UK markets.
