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Dive Briefing:
- Alternative meat company Juicy Marbles is launching a new Baby Ribs product. The debut follows a soft launch of a similar product that was sent to a limited number of consumers for testing in August 2023.
- Just like the original plant-based product, the ribs are edible, made from soy protein and can be added to a variety of snacks and broths, such as stocks for broths or soups.
- The release will proceed as follows: The company's goal is Bring innovation Into the stagnant plant-based category. Juicy Marbles has been trying to create products that have endless uses for consumers since the company was founded. For example, steaks are served whole, unseasoned.
Dive Insight:
Juicy Marbles created a new recipe for its product, Marble 3.0, after taking consumer insights from its first rib product launched last year. The recipe promises a clean label with no thickeners or binders, and creates an edible bone that consumers can use in as many ways as possible.
“We gathered feedback from thousands of curious foodies. With more than half of our customers being non-vegan, the research revealed a deceptively simple truth about food: we all want our food to taste good, but we also want it to be nutritionally sound.” “We are thrilled to partner with Juicy Marbles to create a brand that is truly unique and inclusive,” said Vladimir Mikovich, co-founder and chief brand officer of Juicy Marbles, in a statement.
He added that whenever the company develops a new product, it tailors it to the home consumer.
Mićković said the company's products stand out because they were not previously available on the market. They are also versatile enough for consumers to use in a variety of situations.
“When we created Juicy Marbles, there were already a lot of plant-based nuggets out there, and what made ours different was that it wasn’t seasoned,” he said. “For example, for a burger, you wouldn’t buy a plant-based patty, cut it up, and use it for something else, but we designed our product to be infinitely reusable.”
The company launched a whole plant-based steak in 2019. The new Baby Ribs are “It features a similar groundbreaking texture.”
Juicy Marbles also wanted to keep it. “The primitive eating experience of the ribs is known.” This was important in developing self-edible vegetable bones made from soy protein.
“The biggest challenge in developing new products is not really making the product,” he said. Mikovich. “It’s when you want to scale that the real challenge comes.”
This is one of the challenges Juicy Marbles is still trying to overcome.
“There are so many crazy prototypes of everything from lamb loin to bacon and bones to layers of fat and different flavors,” he said. “But the challenge starts when you actually want to sell it in volume, and hopefully at a low price.”
