Juicy Marbles Debuts Whole-Cut Loin, ‘The Biggest, Most Insulting Piece of Plant Muscle’

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Juicy Marbles, the plant-based meat brand known for its whole-cut steak, says its newest product, a whole-cut loin, is the ‘biggest, most insulting piece of plant muscle ever conceived.’

The new Juicy Marbles loin was launched in anticipation of finding space on holiday tables this year.

“In a world so extremely serious, Juicy Marbles wanted to create a reason to celebrate food, the joy of eating, and the human experience,” the Slovenia-based company said in a statement. “You shouldn’t need to be a culinary genius to make delicious and satiating meals.”

Whole-cut loin

The new loin is soy and wheat-based and weighs in at more than 1.5 pounds, boasting 26 grams of protein per serving. Juicy Marbles say the loin-style cut enables both the novice cook and the experienced chef to experiment. It says the loin is the perfect cut for a beef-style Wellington.

Juicy Marbles first debuted its vegan steak last year, claiming to be first to market with a whole-cut plant-based filet mignon that featured unique marbling similar to a conventional steak.

Juicy Marbles' filet mignon
Juicy Marbles’ filet mignon | Courtesy

The company, which has raised more than $4.5 million in Seed funding, credits a patent-pending technology that gives the steak the taste and texture of a filet. Its “reverse grinder” allows it to layer plant fibers together for the meaty texture of its steak and, now, its loin.

“The biggest challenge was getting the right fibre 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,” co-founder Luka Sincek said last year following its filet launch.

“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.”

Expanding the whole-cut market

Juicy Marbles may soon have some options when it comes to fat; a number of companies are working to develop cell-based, microbial, and plant-based fats that better mimic the taste, texture, and mouthfeel of conventional fats—often a sticking point for getting meat-eaters to embrace plant-based food.

Courtesy Meati

The steak and whole-cut market has continued to expand since Juicy Marbles first launched. Beyond Meat recently released its steak in partnership with Taco Bell and a packaged version in select retail locations. Whole cuts are also coming from mushroom meat producers such as Meati, which just launched in Sweetgreen as the chain’s first alternative protein.

Lead image courtesy of Juicy Marbles.


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