Chunk Foods Brings Whole-Cut Steak to US Supermarkets

US food tech startup Chunk Foods is rolling out its whole-cut vegan steak products at independent retailers, before a wider launch in 2025.

Chunk Foods, which makes plant-based steak products that replicate the whole muscle structure of beef, is making its retail debut in the US.

It is introducing four cuts of its vegan steak that lean into consumer demand for high-protein and clean-label options, containing eight ingredients (plus fortifications) and up to 37g of protein per serving.

“We are focusing on local and independent grocers in Los Angeles and New York City as part of our initial retail strategy,” founder and CEO Amos Golan tells Green Queen.

“These retailers align with our goal of engaging with communities that are passionate about high-quality, plant-based options. E-commerce will follow in late November, with plans to expand to national retailers in 2025.”

Appealing to consumers with high-protein, clean-label meat analogues

Golan founded the startup in 2020, targeting what many have described as the “holy grail” of meat analogues: whole-muscle cuts.

Chunk Foods’s USP lies in its solid-state fermentation tech, through which it creates its cultured soy protein base for the steaks (made from defatted soy flour, soy protein isolate, and wheat gluten.

The startup took a foodservice-first approach for its initial launch, appearing on the menus of New York establishments like Coletta, Anixi, The Butcher’s Daughter, Leonardo DiCaprio-backed chain Neat, and Pastrami Queen.

It has also established a partnership with the Florida-based restaurant group Talk of the Town, having launched into Charley’s Steak House in Orlando last year. Last December, it headlined a culinary experience at Art Basel Miami Beach, as part of a Philly cheesesteak.

Chunk Steak is in Philadelphia too, appearing in a short rib ragu at Monster Vegan. And it has an ongoing partnership with popular fast-food chain Slutty Vegan and its sister establishment Bar Vegan.

These collaborations have proved to be a testament to the whole-cut steak’s pedigree, which won the Plant Based Meat Product of the Year honour at the 2023 AgTech Breakthrough Awards.

Among the products being launched in retail are 4oz fillets ($8.99 for a two-pack) and a pulled format ($7.99 per 8oz pack), both of which contain 25g of protein per serving. There’s also a steakhouse cut ($9.99 per 6oz), which delivers a whopping 37g of protein, and a 10oz slab with 31g of protein ($12.99).

The prices of these products are on the higher side, at a time when inflation continues to squeeze consumer budgets and price becomes an increasingly important purchase driver.

“We are confident in our value proposition,” says Golan. “While price is undoubtedly a critical factor for consumers today, we believe that offering delicious, whole-cut plant-based alternatives that deliver on taste and texture will resonate with shoppers seeking quality and convenience in their food choices.”

He adds: “We’ve been mindful in positioning our pricing to remain competitive within the plant-based category and traditional beef products.”

Chunk Foods enters a stagnating retail market for meat alternatives

Chunk Foods’s move into retail comes during a sustained decline in sales of meat analogues. In 2023, these products suffered from a 12% drop in revenue compared to the year before. And this year, too, sales were down by 9% in the year ending July 2024.

So for any meat alternative brand to enter the grocery sector right now is a bit of a risk. “Despite the broader market challenges, there is still strong demand for high-quality, healthy, and delicious plant-based products,” argues Golan.

“We’ve received significant interest from consumers and retailers alike, which has been a driving factor in our decision to enter the retail space,” he adds. “Our clean-label, high-protein whole-cuts offer a unique edge in the market, and we believe the timing is right to bring something new and exciting to the retail landscape.”

Asked how companies in the space can turn things around, he believes delivering on consumers’ expectations for taste, texture and nutrition is critical. The industry needs to focus on making plant-based foods more approachable and satisfying, and that’s exactly what we’re doing at Chunk Foods,” he suggests.

“Continued education about nutritious plant-based options, clearer product differentiation, and better storytelling about the benefits of our clean label products will help reinvigorate the category.”

Last year, Chunk Foods completed the construction of what it says is one of the world’s largest factories of its kind. It has also teamed up with plant protein company Better Balance to create new whole-cut meat analogues for the Mexican market.

And to date, it has raised $24M in funding (including a $7.5M round earlier this year). Golan confirms that the business is well-capitalised for now, so it isn’t actively fundraising. “Over the next year, we’re focused on our retail expansion,” he says of the company’s immediate plans. (It is also working on pork, lamb and poultry alternatives.)

“Additionally, we’ll continue to grow our presence in foodservice, with new partnerships and menu innovations,” he continues. “There’s also a lot of excitement around an e-commerce partnership, which will launch by late November, allowing us to reach more consumers directly.”