Juicy Marbles hooks first fish alternative with Revo Foods partnership

Juicy Marbles, the bold creator of marbled plant-based steaks and vegan ribs with edible bones, is diving into seafood with the release of Kinda Cod – a flaky, fungi-based cod alternative made by Austrian startup Revo Foods.

Launched today through Juicy Marbles’ US online store, the product marks the beginning of the company’s new curated range, Juicy Marbles & Friends. This new line will bring select third-party whole-cut plant proteins to Juicy Marbles’ customers throughout 2025 and beyond, expanding the brand’s portfolio while sidestepping the costs of developing every new product in-house.

“Our goal has always been to take plant-based whole cuts from an obscure niche to a household staple,” commented Luka Sinček, Co-founder of Juicy Marbles. “‘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.”

The decision to partner rather than build reflects a maturing strategy in a sector still finding its footing after years of rapid growth and mixed expectations. “Nothing beats developing your own idea and taking it to market,” Sinček said. “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 is Juicy Marbles’ answer to the dominance of breaded and rubbery fish alternatives on the market. It’s a raw, unseasoned 110g cod filet designed to flake, cook, and behave like its conventional counterpart. Its subtle, non-fishy flavor and texture were what won over Juicy Marbles’ Maj Hrovat, R&D Chief & Co-founder.

“When we cooked Revo’s Cod, it flaked into tender pieces like a proper filet,” said Hrovat. “It 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.”

The product is made using Revo Foods’ proprietary mycoprotein structuring process and includes omega-3s derived from microalgae oil. Each serving contains 130mg DHA and 82mg EPA, along with notable levels of fiber, B12, folate, and B6.

The collaboration is a strategic first for Juicy Marbles and reflects a broader shift in the industry, as brands recalibrate around capital efficiency and cross-border partnerships. Revo Foods CEO Robin Simsa sees it as a clear win for both sides.

“A ton of startups founded in 2020 and 2021 tried to do everything themselves,” said 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.”

“Juicy Marbles has built an international brand and distribution network, which most European brands have never achieved," continued Simsa. "We have pent-up demand for our products from the USA that we’ve been unable to supply. So the end result fulfills both of our companies’ missions.”

For Juicy Marbles, the partnership allows the brand to meet customer demand more nimbly, while continuing to focus on its core portfolio of plant-based meat cuts.

“Our original line has found a loyal customer base,” said Tilen Travnik, Co-founder & CEO. “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.”

Kinda Cod is available exclusively on Juicy Marbles’ US web shop starting 18 June, with releases in the UK and EU markets expected to follow. A second whole-cut fish alternative is already in the pipeline.