Chunk Foods, an Israeli food-tech startup, has introduced its plant-based steaks to the U.S. retail market, starting in major cities like Los Angeles and New York. Known for its innovative approach to alternative protein, the company uses solid-state fermentation to replicate the taste, texture, and juiciness of traditional meat. The launch signifies a crucial step for the plant-based sector, aiming to provide consumers with a viable, meat-like alternative that is healthier and more sustainable. The retail rollout follows successful trials in high-end restaurants and marks the beginning of a broader nationwide expansion planned for 2025.
Background
Founded in 2020 by Amos Golan, Chunk Foods was born from a desire to create better meat alternatives beyond the familiar burgers and nuggets that had dominated the market. Golan, who has a background in science and technology, focused on developing whole-cut plant-based meats that offer a more satisfying experience for consumers. The company uses solid-state fermentation to create its products, which are free of preservatives, binders, or GMOs. In 2022, Chunk Foods secured $15 million in seed funding, the largest ever for an Israeli plant-based company, with support from investors like the FootPrint Coalition, led by actor Robert Downey Jr. The funding supports both the expansion of production facilities in Israel and the launch of its products in the U.S. market.
Product Details
Chunk Foods offers several variations of plant-based steaks, including the 4oz classic steak, 6oz steakhouse cut, and pulled beef. Each product is made using simple ingredients like cultured soy, wheat protein, coconut oil, and beet juice, resulting in a meat-like texture and flavor. These steaks are minimally processed and contain no cholesterol, preservatives, or GMOs. They are also high in protein, with each 6oz steak providing nearly 50 grams of protein.
The products can be prepared using various cooking methods—grilling, smoking, stewing, braising, or baking—making them versatile enough for home cooks and professional chefs alike. They are designed to replicate the look, taste, and bite of traditional meat, making them a compelling option for flexitarians and vegetarians looking for high-protein alternatives.
Market Launch and Strategy
Chunk Foods has strategically launched its products in major U.S. cities, beginning with Los Angeles and New York. Initially focusing on foodservice channels, the brand expanded into traditional steakhouses, including Charley’s Steak House, Vito’s Chop House, and Fishbones in Florida. This move marked a historic moment, as it was the first time a traditional steakhouse chain included plant-based steaks as regular menu items. The success of this launch prompted plans for a national retail rollout.
Chunk Foods’ U.S. expansion aligns with its broader goal to make plant-based whole cuts more accessible. To support this, the company has received significant funding, including a $15 million seed round to increase production capacity and accelerate nationwide distribution. The retail strategy aims to leverage partnerships with organic and natural retailers, eventually expanding to larger chains in 2025.
Why Plant-Based Steaks?
The launch of plant-based steaks addresses growing consumer demand for alternatives that go beyond ground products like burgers and sausages. Unlike other options, Chunk’s whole cuts aim to deliver a true meat-like experience in terms of texture, flavor, and cooking versatility. By using solid-state fermentation, the company offers a product with fewer ingredients and better nutrition while minimizing water and resource usage.
The company’s products cater to the needs of consumers seeking cleaner, minimally processed alternatives. These steaks are suitable for both health-conscious diners and those looking to reduce their carbon footprint, making them a suitable option for flexitarian diets. This approach sets Chunk apart from other plant-based brands, potentially attracting new customers to the category.
Consumer Appeal
Chunk Foods aims to meet the rising consumer demand for more nutritious, high-protein, and sustainable food options. The appeal lies not only in the meaty texture and umami flavor of its products but also in the clean ingredient profile. The steaks are fortified with essential nutrients like iron and vitamin B12, and are free from additives, thickeners, or binders. This makes them an appealing choice for both vegans and health-conscious omnivores who seek to diversify their diets without compromising on taste or nutrition. The versatility of Chunk’s steaks—whether pan-seared, grilled, or braised—adds to their consumer appeal, as they fit seamlessly into a range of recipes.
The products also address concerns about sustainability. Chunk’s solid-state fermentation process minimizes resource use, making it an environmentally friendly alternative to traditional meat production. The product’s ability to match the protein content of beef while offering a cholesterol-free, low-fat option aligns with consumer trends toward healthier and more sustainable diets.
Challenges and Opportunities
While Chunk Foods has made significant strides in the plant-based market, it faces challenges common to the industry, such as overcoming skepticism about plant-based meats and competing in a crowded market. Public perception of plant-based meat has fluctuated, partly due to saturation from previous products that lacked taste or had overly processed ingredients. Chunk aims to set itself apart by offering whole-cut steaks with fewer, recognizable ingredients and a focus on texture and flavor.
The opportunities are vast. By targeting not just vegan and vegetarian consumers but also omnivores, Chunk expands its potential market. Its partnership with traditional steakhouses, like Charley’s Steak House in Florida, highlights an untapped market segment. This strategy of placing plant-based steaks on menus alongside traditional cuts signifies a broader acceptance and integration of plant-based options into mainstream dining. With predictions that the vegan steak market could surpass $1 billion by 2032, Chunk Foods is positioned to lead in this growth area.
Future Outlook
Chunk Foods is actively working to expand its presence in both foodservice and retail. Following its successful U.S. launch, the company plans a nationwide rollout in 2025, alongside potential international expansions. The retail push will be complemented by strategic partnerships with organic and natural retailers, while larger chains will be targeted as consumer awareness grows. Additionally, the company is exploring the development of other whole-cut plant-based meats, including pork and lamb, which could broaden its product offerings.
Conclusion
Chunk Foods is reshaping the perception of plant-based meats, particularly in the steakhouse sector. With a strong emphasis on taste, texture, and sustainability, the brand is expanding its footprint across the U.S. Its debut at traditional steakhouses like Charley’s Steak House demonstrates that vegan meats can be widely accepted by meat-eaters and vegans alike. As consumer demand for cleaner, healthier, and more environmentally friendly alternatives grows, Chunk Foods is well-positioned to lead this shift. The company’s commitment to developing innovative products while retaining familiar culinary experiences suggests a promising trajectory for the plant-based market.
