Rewriting the Rules of Food Tech: Why 2 Startups Are Teaming Up Instead of Burning Out
Delaware, June 18th, 2025 — Juicy Marbles, the cult brand behind the world’s first marbled plant-based steak, tenderloin, and ribs with vegan bones, has made its first foray into co-branded products with the release of Kinda Cod, a raw, unseasoned Cod filet made by Austrian start-up Revo Foods.
The launch kicks off Juicy Marbles & Friends, a curated product line of standout whole-cut plant proteins imported for sale in the United States—listed through the company’s online store.
According to Juicy Marbles, the partnership with Revo is the first of many and will allow them to bring a wider range of innovative plant-based products to their customers without waiting on more investment or diverting attention from their iconic original product line.“Our goal has always been to take plant-based whole cuts from an obscure niche to a household staple,” says Co-founder Luka Sincek. “‘Juicy Marbles & Friends,’ will be a selection of amazing products that suit all different tastes, health goals, and price ranges, making plant-based whole cuts more accessible than ever. This wouldn’t be possible if we insisted on doing everything in-house. 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?”
Kinda Cod—the answer to breaded, rubbery fish alternatives
Fish alternatives have been available from staple brands for years. However, Juicy Marbles wanted something more akin to their own products—raw, unseasoned, versatile cuts that enable novice and professional chefs to create myriad dishes with one whole ingredient.
Kinda Cod will be sold as a single 110g filet. According to Juicy Marbles, its versatile texture and subtle flavor allow customers to use it in many different cooking mediums and cuisines.
“Much of the plant-based fish market is dominated by breaded filets, fish sticks, or eerily translucent, rubbery alternatives,” says Co-Founder and R&D chief Maj Hrovat. “But when we cooked Revo’s Cod, it flaked into tender pieces like a proper filet. Had the subtle, not too ‘oceany’ flavor we always hoped for. And it’s perhaps the only fish alternative we felt we could use in serious cookery.”
Key features of ‘Kinda Cod’:
- Made with fermented fungi-based mycoprotein
- Uses novel structuring process to achieve “perfect flakiness”
- Contains Omega-3 from microalgae oil: 130 mg DHA and 82 mg EPA per serving
- Excellent Source of:
- Vitamin B12 (40% DV)
- Vitamin B6 (30% DV)
- Dietary Fiber (29% DV)
- Folate (40% DV)
Breaking free of the hype cycle through collaboration
According to the firm, the plant-based protein segment has grown increasingly volatile. In the wake of immense hype and massive valuations in the early 2020s, once-promising companies are toppling under the weight of nine-figure investments and pre-mature expectations of mass adoption.
In this new landscape, collaboration between brands has become more popular, with even plant-based giants like Beyond Meat partnering with smaller brands like French vegan bacon startup LaVie.
“A ton of startups founded in 2020 and 2021 tried to do everything themselves,” says Revo Foods CEO Robin Simsa. “Sadly, many faced challenges because it’s too capital intensive. Our collaboration with Juicy Marbles is a prime example of how partnership can bring the whole field forward by allowing startups with different strengths to focus on their core expertise. Juicy Marbles has built an international brand and distribution network, which most European Brands have never achieved. We have pent up demand for our products from the US that we’ve been unable to supply. So the end result fulfills both of our companies’ missions. I think this collaborative mindset is key to ushering in a new, more mature era for the plant-based industry.”Co-Founder & CEO of Juicy Marbles Tilen Travnik says:
“Our original line has found a loyal customer base. But there are so many products our customers want that they don’t have access to. That’s why collaborating with like-minded innovators is the next logical step. It not only augments our production capacity, but also allows us to respond to our customers’ needs, faster. It’s great to know that we can be this nimble as the industry evolves.”
When can you try Kinda Cod?
Kinda Cod is slated to launch on Juicy Marbles’ US web shop on June 18th, 2025.
Where can you try Kinda Cod?
The product is currently exclusive to Juicy Marbles’ US webshop. UK & EU releases to follow soon.
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