Building on the success of their ongoing partnership, cult-favourite Slovenian meat alternative startup Juicy Marbles has introduced Kinda Salmon, a fermentation-derived salmon fillet developed together with Austria’s Revo Foods. The launch marks the second seafood product unveiled by the partners in the last two months and reinforces Juicy Marbles’ strategy of collaborating with leading animal-free protein innovators through its Juicy Marbles & Friends platform.
Following the rapid sell-out of Kinda Cod – a whole-cut cod alternative that moved 1,000 units in just over an hour after release – the companies identified strong unmet demand for premium, versatile plant-based seafood. Kinda Salmon is the next step in addressing that demand, targeting consumers seeking realistic texture, flavour and culinary flexibility in meat-free fish products.
The new product comes as a 110-gram, unbreaded whole-cut fillet seasoned with pink pepper and lemon. Made from mycoprotein using a novel structuring process, Kinda Salmon is designed to function like a raw ingredient rather than a pre-prepared meal, allowing for a wide range of cooking methods and cuisines. The product responds to mounting challenges in the conventional salmon industry, including climate-driven population declines, rising prices, and environmental concerns associated with intensive aquaculture.
“Kinda Salmon fits perfectly into our brand ethos,” said Luka Sinček, co-founder of Juicy Marbles. “When it comes to plant proteins, our goal is to offer the closest possible alternative to a wholesome, raw ingredient – something that chefs and home cooks genuinely want to work with. The response to Kinda Cod made it clear that people are looking for fish alternatives that feel real, and Kinda Salmon delivers exactly that.”
In addition to its culinary versatility, Kinda Salmon offers strong nutritional credentials. Each fillet contains 13 grams of protein and 191 milligrams of omega-3 fatty acids (DHA and EPA) sourced from microalgae oil. It also provides 18% of the daily recommended intake of fibre, 30% of vitamin B6, and 40% each of vitamin B12 and folate.
The product is available via Juicy Marbles’ website in the US and through Revo Foods’ retail partners across the EU. Early feedback on the collaboration has been highly positive, with customers praising the texture and flakiness of the products, reinforcing confidence in further joint development.
Revo Foods founder and CEO Robin Simsa emphasized the strategic value of the partnership: “We’re seeing pent-up demand for our products in the US that we currently can’t supply at scale. Working with Juicy Marbles allows us to reach that market efficiently while staying focused on our core innovation strengths. Collaborations like this are crucial as the category continues to mature.”
Despite a challenging market backdrop – with plant-based meat and seafood sales in the US declining by 7% in 2024 – both companies see cooperation as key to sustaining momentum in the alternative protein sector. As investment tightens and consumer expectations evolve, partnerships such as this aim to accelerate innovation and bring high-quality products closer to everyday kitchens.
Juicy Marbles and Revo Foods believe that while the sector remains relatively niche, collaborative approaches will play an essential role in scaling adoption and shaping the future of animal-free meat and seafood.