US food tech startup Chunk Foods has received a Ketogenic Certified label for its whole-cut vegan steaks, playing into a major dietary trend. It’s also targeting a global expansion.
As protein continues to grow in importance and carbohydrates become a target for a host of consumers, US plant-based meat player Chunk Foods is looking to cater to this cohort with its latest accreditation.
Its four-strong retail lineup – introduced in October – will now carry the Ketogenic Certified logo on its packaging. The Chunk steaks, steakhouse cut, slab and pulled products contain 25-31g of protein, and only up to 6g of carbs, mainly fibre.
According to the company, it is the first time a plant-based whole-cut has been keto-certified, a level through which it is hoping to access the $12.5B keto diet market.
“While some meat alternatives have binders and added sugars that increase the carbohydrates content, Chunk’s original range of products are added-sugar-free and have no binders, additives and preservatives, which helps keep them high in protein and low in carbohydrates making them ideal for those following a ketogenic diet,” Chunk Foods CEO Amos Golan tells Green Queen.
GLP-1 drugs, high-protein demand drive Chunk Foods’s keto play
The ketogenic diet involves eating more protein and fat than carbohydrates, which puts the body into ketosis, a metabolic state where it burns fat for energy instead of glucose.
Nearly three-quarters of Americans aged 20 and above are overweight or obese, while almost two in five children and teenagers are prediabetic. With these conditions and their associated health detriments on the up, many consumers choose to follow low-carb diets to manage weight and blood glucose levels.
As of 2024, one in six US citizens was following a keto or low-carb diet. And this year, of the 46% of Americans who want to start a new diet, a quarter say they want to follow a low-carb one.
Meanwhile, a December survey by Chobani found that 85% of Americans want to increase their protein intake in 2025, with 24% feeling they don’t eat enough of it. “Chunk’s products are high in protein, perfectly meeting these needs,” says Golan.
The Ketogenic Certification involves blood measurement and rigorous testing to ensure both the ingredients and th metabolic responses meet the “gold standard” of accreditation. A product must at least have a 1:1 ratio (1g of fat for every 1g of net carbs and protein).
Chunk Steak is meeting the GLP-1 moment
“With the growing understanding of the importance of better nutrition, the prevalence of GLP-1 drugs and consumer understanding of the foods they consume, more Americans follow a low-carb, keto and vegan diet.”
It is hard to understate the impact of GLP-1 drugs on the US food system. Big companies like Nestlé and Coca-Cola are responding with new product lines, retailers are creating dedicated support sections for users of Ozempic and the like, and foodservice chains are launching menus to cater to these consumers.
And a study last year found that keto diets help type 2 diabetics who have stopped using these medications maintain their weight loss. So products with a Ketogenic Certified label – which are also high in fibre, another macronutrient in the GLP-1 spotlight – could carry massive appeal.
When asked if many of Chunk Foods’s customers follow keto diets, Golan says: “While most customers choose to eat Chunk because of its culinary qualities, many of our customers are also actively seeking high-quality healthy, protein-rich choices – and keto products fit seamlessly into their dietary preferences.”
He adds: “Offering keto-certified options ensures we’re addressing a larger market segment and providing choices that align with consumers’ priorities.”
Chunk Foods plans to go global in 2025
The keto certification will also help Chunk Foods stand out in a challenging environment for plant-based meat. Sales continued to slow last year, dropping by 9% in the year to July 2024, following a 12% decrease between 2022 and 2023. They make up less than 1% of the US meat market.
And with a Donald Trump-led government, with tons of influence from Elon Musk and Robert F Kennedy, things may get worse for challengers to the established order of Big Meat.
“We’re proud to be the only plant-based meat brand to carry the Ketogenic certification – something typically associated with traditional animal-based proteins. It’s a unique differentiator that highlights the versatility and nutritional value of our products in a challenging market,” Golan says.
Chunk Foods, which makes its steaks from cultured soy protein, raised $7.5M in early 2024 to bring total financing to $24M. It has already appeared on the menus of several restaurants around the US, including Leonardo DiCaprio-backed chain Neat, Slutty Vegan, Talk of the Town group, and Pastrami Queen. Its line of steaks is now also available at independent stores in Los Angeles, San Diego, and New York City.
The company describes 2025 as a “pivotal year” for the startup, with CPG growth a key target. “We’re expanding our product line, with some exciting announcements coming this spring. We’re also significantly broadening our retail and foodservice presence,” reveals Golan.
This entails not just its retail, e-commerce and foodservice footprint in the US, but a foodservice expansion in Canada, the growth of its partnership with Better Balance in Mexico and Spain, and a launch in supermarkets and restaurants in Israel, alongside online store Vegan Supply.
The post Vegan Whole-Cut Meat Startup Eyes $12.5B Keto Market With ‘Industry First’ Certification appeared first on Green Queen.
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