The former Nuggs – now called Simulate – is readying the launch of new vegan meat products including spicy nuggets, a chicken burger product and eventually a hot dog. And it recently landed a $4.1 million investment from Reddit co-founder Alexis Ohanian and other investors.
Pasternak’s team is young, but they’ve recruited people from a variety of backgrounds, including executives at Danone and Coca-Cola. Their corporate approach is more like a software startup than a traditional food company.
Protein
Nuggs aims to be the Tesla of chicken, delivering 13g of protein (about 25 percent more than animal-based proteins) and 10g of fat (about 40 percent less than meat). The company claims its cholesterol-free, soy-protein technology-enabled, vegan nuggets “kill you slower” and are a healthier option for people who don’t want to give up their favorite food.
The brainchild of 19-year-old entrepreneur Ben Pasternak, Nuggs’s goal is to make nuggets go viral and catalyze a shift away from animal-based foods. Its unique global marketing strategy appeals to Generation Z audiences and has helped the plant-based nugget company reach more than 100 million users in just six months.
I meet Pasternak at the company’s New York City headquarters, a rambling open-plan office with plants crowding the windowsills. He’s surrounded by five engineers, ranging from 20 to 30 years old and three of whom are under the age of 21.
Fat
If you’ve ever wanted to feel like you’re eating a healthier version of chicken nuggets, you’ve probably heard of Nuggs. It’s a plant-based company that promises to be the “Tesla of chicken” — high in protein, low in fat, and made with a vegan ingredient.
The startup’s edgy social media presence is modeled on that of tech companies, and the packaging evokes scroll-stopping futuristic ads. The New York-based company recently raised an additional $4.1 million in funding from the likes of Reddit co-founder Alexis Ohanian, former Whole Foods CEO Walter Robb, and Victoria’s Secret Angel Jasmine Tookes.
The vegan nuggets are made by SIMULATE, a food-tech startup founded in 2018. Its scientists replicated the flavor and texture of chicken using new scalable nutrition technology. They also created a batter that optimizes for crunchiness.
Carbohydrates
Carbohydrates are a type of food that provides energy to the body. These include sugars, starches and dietary fiber.
Carbs are important for a healthy diet because they provide the body with energy and help keep blood sugar levels balanced. However, too much carbohydrate can increase the risk of diabetes.
A low-carbohydrate diet can reduce the risk of diabetes by avoiding foods that raise blood sugar quickly. These include high-glycemic-index (GI) foods, such as pasta, bread and cereal.
The GI of a food ranks how quickly it raises blood sugar on a scale from 0 to 100. Foods with a low GI take more time for the body to digest and are less likely to cause rapid spikes in blood sugar.
Fiber
Eating a high-fiber diet can help keep your gut healthy. This can reduce the chances of developing allergies or other gastrointestinal problems.
In fact, eating plant-based foods can also improve your heart health, mental wellbeing and fitness goals. It can also support your nutritional needs and prevent chronic inflammation, according to Harvard Health Publishing.
Nuggs, a plant-based chicken nugget company that has been all over Instagram, uses pea protein to create its faux meat. The food is marketed to millennials, who are increasingly switching to plant-based alternatives to animal products.
As the pandemic of plant-based meat products sweeps the country, Nuggs has rolled out a direct-to-consumer sales channel to reach more consumers. This strategy is similar to those of other companies that offer alternative meat, like Beyond Meat and Impossible Foods.
Vitamins
Nuggs is a vegetarian and vegan alternative to chicken nuggets. The company claims to be a cruelty-free brand that avoids any and all ingredients that derive from animal exploitation. They also claim to work alongside consumers to adjust their recipe so they can produce an excellent product. However, they do contain a few processed ingredients that should be avoided by anyone who is trying to improve their health. Natural flavors are often hidden by brands that are not vegan, so it is important to read the label before consuming any of these products. This is especially true with Nuggs. This is one of the reasons that I don’t recommend them for long-term consumption.