Juicy Marbles, a Slovenian startup known for crafting premium plant-based filet mignon steaks, loins, and ribs, is preparing to make its U.S. retail debut in 2025.
After a strong online launch and steady growth in European markets, the brand is expanding its reach to meet growing demand in the U.S. with a product line that has been dubbed the “world’s best vegan filet mignon.”
The company, celebrated for its quirky marketing and commitment to high-quality meat alternatives, is currently sold in over 3,500 European stores, including major retailers like Tesco, Whole Foods, and Lidl. Now, it aims to tap into the U.S. market with its signature products and a new, more affordable offering in development.
As CEO and co-founder Tilen Travnik explains, the new product will maintain the same premium features consumers expect, but will be produced more efficiently to lower the price point.
What’s in the Juicy Marbles Filet?
Juicy Marbles’ meats are crafted using a blend of soy protein concentrate, wheat protein isolate, sunflower oil, and natural flavors, among other ingredients. Their steaks are instantly recognizable by their rich red hue and marbled white streaks, closely mimicking the appearance of traditional filet mignon.
Unlike lab-grown or highly processed alternatives, the company prides itself on a simpler, more natural approach, saying their process is guided by the spirit of a “large-cheeked grandma with a deep knowledge of physics and a love for feeding all living creatures.”
One of their standout products, the baby ribs, offers a crispy, protein-packed option that can be baked, fried, or crisped up in an air fryer for a snack with a meaty texture.
From Netflix Shoutout to U.S. Stores
Juicy Marbles has already made waves in the U.S., particularly after an unexpected shoutout in the Netflix documentary You Are What You Eat. In a moment of surprise during the film, an audience member enthusiastically responded to a question about plant-based steaks by naming the brand, which led to an impressive spike in online sales.
While U.S. online sales have been promising, shipping temperature-sensitive products remains costly, making retail the next logical step for the company’s expansion. With a key distributor secured, Juicy Marbles is on track to be available in American grocery stores by 2025, bringing their delicious, sustainable meat alternatives to even more households across the nation.
As Juicy Marbles continues to explore partnerships, such as their recent collaboration with olive oil brand Graza, they remain committed to pushing boundaries in the plant-based food market. With their innovative approach to vegan meats, the brand is poised to make a major impact on U.S. shelves next year.
Images: Juicy Marbles
