Slovenian whole-cut meat analogue maker Juicy Marbles has released Kinda Salmon, its second vegan seafood product with Austrian mycoprotein startup Revo Foods.
Building on the success of its ongoing collaboration with Austria’s Revo Foods, cult-favourite meat alternative startup Juicy Marbles has unveiled a second seafood product in two months.
The mycoprotein fillet, called Kinda Salmon, is part of the Juicy Marbles & Friends lineup, through which the Slovenian startup is collaborating with fellow animal-free protein makers to create “breakthrough” meat and seafood analogues.
The range began with Kinda Cod, a raw, whole-cut fish alternative produced by Revo Foods and tailored to the American palate. That product sold out of its 1,000 units just over an hour after release, demonstrating the “unmet demand” for these alternatives and prompting the two startups to develop more such proteins – starting with Kinda Salmon.
Kinda Salmon targets flavour, texture and versatility
Climate change has wrecked salmon populations and, combined with the global tariff war, driven up prices of the fish. At the same time, the farmed salmon industry is linked to major environmental disruptions and food insecurity.
According to Juicy Marbles, most vegan alternatives are breaded or pre-fried, which limits their versatility in culinary applications, even as they also contain excess fat and salt.
Kinda Salmon, though, comes as a 110g unbreaded whole-cut fillet seasoned with pink pepper and lemon, and is made from mycoprotein via a novel structuring process. This gives the product a versatile texture and subtle flavour, lending itself to a range of cuisines and cooking mediums.
“Kinda Salmon fits right into our brand ethos. When it comes to plant-proteins, our goal is to give you the closest thing to a wholesome, raw ingredient as we can. The kind of versatile canvas chefs and home cooks actually want to work with,” said Juicy Marbles co-founder Luka Sinček.
“Clearly, there’s demand for plant-based fish products that feel like real ingredients, rather than pre-packaged meals. And Kinda Salmon does that with pinache. We’ve made one-pot fish bakes, high-protein salads, fish sandwiches… it kinda does it all.”
The fermentation-derived salmon, available on Juicy Marbles’ website in the US and via Revo Foods’ retail partners in the EU, boasts favourable nutritional credentials. It has 13g of protein per fillet, and contains 191mg of omega-3 from DHA and EPA, sourced from microalgae oil. In addition, it provides 18% of the daily recommended intake of fibre, 30% of vitamin B6, and 40% each of vitamin B12 and folate.
Is collaboration ‘crucial’ for the meat-free sector?
Both companies have been on a product launch spree over the past 12 months. Revo Foods has launched a black cod alternative, a non-meat-mimicking Prime Cut fillet, and a clean-label mycoprotein mince in 2025, alongside the permanent release of its viral vegan octopus.
Juicy Marbles, meanwhile, unveiled its Meaty Meat line of products this year, starting with Lamb-ish (with 34g of protein) and Pork-ish (with a Nutri-Score rating of A) in the US.
But it cited rave reviews as the driver of its continued launches. Early customer feedback for Kinda Cod saw praise for its flavour, texture and culinary versatility, with messages to Juicy Marbles’s Instagram account reading: “The flakiness is unreal!” and “To say I was amazed is an understatement.”
That said, sales of plant-based meat and seafood continue to fall in the US (they were down by 7% in 2024). Even giants like Beyond Meat have felt the heat, with the company reportedly dropping ‘Meat’ from its name to highlight traditional plant proteins in future products.
As money tightens and investment dries up, companies are looking to join forces to deliver on consumers’ needs. “Nothing beats developing your own idea and taking it to market, but if our customers want something we cannot produce – that someone else has already done a fantastic job with – why not find a way to bring it to them?” Sinček explained to Green Queen in June.
For Revo Foods, this is a way to tap the US market efficiently while focusing on its core innovation strengths. According to founder and CEO Robin Simsa, its products have witnessed a “pent-up demand” in the US that it is unable to supply, so leveraging Juicy Marbles’s well-developed sales network allows it to fulfil that demand.
“It’s easy to forget we’re still in the early days of this industry; it’s still relatively niche,” Simsa said. “So this type of collaboration between companies will be crucial as we continue working towards becoming a staple in everyday kitchens.”
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