Juicy Marbles introduces Meaty Meat: a new plant-based lamb alternative at a lower price

Juicy Marbles, known for pioneering marbled plant-based steaks and tenderloins, has introduced a new addition to its product lineup: Meaty Meat. This latest release marks the company’s first plant-based lamb alternative, offering consumers a whole-cut option at a lower price point.

Meaty Meat, a 6.4oz plant-based slab, is now available in the USA and Canada through Juicy Marbles’ online store and its Canadian retail partner, Vegan Supply. With a retail price of US$10.00 per pack, Meaty Meat is 26% more affordable per ounce than the company’s previously most accessible whole-cut product.

Juicy Marbles’ new product is designed to offer versatility and convenience without strict categorization. Co-founder Luka Sinček explained that Meaty Meat was intentionally given an ambiguous identity to move away from direct comparisons to traditional meats.

“The communication around these products has been weird from the start,” Sinček said. “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.

“This limits people’s ability to enjoy these ingredients for what they are, and also limits their perceived versatility in the kitchen," Sinček continued. "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. Of course, it may totally back-fire. But someone’s gotta try it.

“Oh, and before you say, ‘calling it lamb is hypocritical,’ I must ask: were we gonna fool anyone by calling it ‘Greek-Style?’”

Unlike some of Juicy Marbles’ other products, which are often positioned for special occasions, Meaty Meat is designed for frequent use in home kitchens. Its smaller size, shorter cooking time, and affordability make it suitable for a wider range of meal occasions. At US$10.00 per pack, Meaty Meat offers a 26% cost reduction per ounce compared to Juicy Marbles’ Whole-Cut Loin, making it the most accessible whole-cut product in the company’s portfolio. The product cooks in just seven minutes, providing a fast and convenient option for home cooks. Meaty Meat can be sliced, shredded, or cooked whole, adapting easily to different recipes and cuisines.

“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,” added Tilen Travnik, Founder & CEO. “It does everything but keep your skin moisturized.”

Meaty Meat is also Juicy Marbles’ second product to feature its ‘Marble 3.0’ clean-label recipe, following the company’s re-release of its plant-based ribs with bones. The Marble 3.0 formula removes thickeners and binders such as methylcellulose and carrageenan while maintaining a complete amino acid profile and essential micronutrients. Meaty Meat contains 19g of protein per 100g, is free of preservatives, thickeners, and binders, and is rich in iron, zinc, selenium, and B vitamins, including B12. Made with 100% non-GMO ingredients, it achieves a Nutri-Score of A.

Meaty Meat also introduces a new plant-based alternative to lamb, a category that has been largely unexplored in the plant-based market. Juicy Marbles hopes that this addition will offer new culinary opportunities for consumers seeking more variety beyond beef, chicken, and pork alternatives.

“We’re always trying to ‘break the meat barrier’ with meatier and meatier flavors," stated Maj Hrovat, Co-founder & R&D Chief at Juicy Marbles. "And we honestly never know how people will respond. Like, how meaty can you go? After we released Ribs with vegan bones, we realized the answer is: very. So, Lamb felt like the next worthy flavor to tackle. It’s earthy, sensual, hearty, and whimsical. And opens up whole new culinary vistas for home chefs. As a Slovenian, it’s pure nostalgia. A single whiff, and I’m back in my babica’s kitchen, tugging her apron to beg for a taste of the lamb stew bubbling away on the stovetop. Of course, she always said no. But still, it’s heaven.”

Meaty Meat launched on 4 February 2025, in the USA and Canada. Customers can purchase it online in packs of two, six, or 12, with discounts available for larger orders. A retail launch in the EU and UK is planned, though specific dates have not been announced.