Juicy Marbles and Revo Foods are on a mission: to show Americans that seafood can be every bit as delicious and nutritious when it’s made from fungi. And so far, they’re making their case.
The duo’s recent debut of Kinda Cod, a whole-cut vegan cod fillet, sold out in just one hour. Now, they’ve followed it up with a second plant-based seafood launch: Kinda Salmon. And we’re here for it.
The US loves salmon, but there’s a catch
Salmon is one of America’s favorite seafoods. After shrimp, it’s the second most-consumed fish in the country, with Americans eating roughly 425,000 tons every year.
While salmon is a good source of protein and omega-3s, most of what’s eaten in the US is farmed, and that comes with problems. Farmed salmon are often fed wild-caught fish, which adds pressure to overfished oceans. Crowded farms can also be breeding grounds for sea lice and disease, leading to heavy use of antibiotics and pesticides.
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Groups like the World Wildlife Fund are working to improve salmon farming standards. But there’s another way to enjoy the flavor and nutrition, without the fish: Kinda Salmon.
Meet Kinda Salmon
“This voluptuous filet has a tender yet firm bite, buttery mouthfeel, and hits all those ‘salmony’ notes, while keeping sh*t subtle,” Juicy Marbles teased in its launch post.
Like Kinda Cod, Kinda Salmon is made with fungi-based mycoprotein, giving it a meaty, tender texture similar to fish. It’s rich in protein and omega-3s, but also offers fiber and vitamin B12.
Juicy Marbles
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Unlike many vegan salmon options, it’s not breaded or pre-fried, making it a versatile ingredient for home cooks and chefs. “Thanks to its stripped-down, unbreaded nature, you can use it in just about anything,” the brand notes.
Co-founder Luka Sinček told Fish Focus it’s “the kind of clean, versatile canvas chefs and home cooks actually want to work with.”
“Clearly, there’s demand for plant-based fish products that feel like real ingredients, rather than pre-packaged meals,” Sinček continued.
The product is part of the Juicy Marbles and Friends collaboration between Slovenian plant-based innovator Juicy Marbles and Austrian food-tech company Revo Foods. “Teaming up fulfills both our companies’ missions,” said Revo Foods CEO Robin Simsa. “I believe this collaborative mindset is key to bringing the whole field forward.”
“It’s easy to forget we’re still in the early days of this industry; it’s still relatively niche,” Simsa continued. “So this type of collaboration between companies will be crucial as we continue working toward becoming a staple in everyday kitchens.”
Want to try it? Kinda Salmon is now available through the Juicy Marbles website.
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Charlotte is a VegNews editor and writer based in sunny Southsea on England's southern coast.
