Plant-based Israeli startup Chunk Foods has officially entered the U.S. retail market with its whole cut products. This week, after launching in U.S. foodservice in 2023, the company expanded its reach to independent retailers in Los Angeles and New York City. CEO Amos Golan shared with Food Dive, “Our retail strategy is focused on a phased approach. Initially, we’re launching with select independent grocers in Los Angeles and New York City to test the waters and build strong consumer engagement.”
Founded in 2020, Chunk Foods emerged from Golan’s experiments with plant-based fermentation techniques aimed at replicating meat in his Brooklyn apartment. The company’s whole cuts are created from fermented soy flour using food-grade microorganisms through a proprietary solid-state fermentation process. Golan noted, “At the time, fermentation was emerging as one of the most exciting areas in the food industry, with companies using it to tackle a variety of challenges. I realized that this technology could be the key to filling a major gap in the plant-based meat market.”
Although the plant-based sector has seen declining sales recently, with consumers voicing concerns over taste, texture, and high prices, Chunk Foods has discovered that U.S. retailers remain receptive to collaborating with new entrants in the market. Golan emphasized that Chunk’s unique solid-state proprietary fermentation technology distinguishes it from other plant-based alternatives. “Utilizing solid-state fermentation, we can precisely control all product attributes, ranging from the thickness of fibers to their direction and the juiciness of the cut,” he explained.
The retail launch features four products: Steaks, a Steakhouse cut, Slabs, and Pulled meat. Each Chunk product contains 25 to 37 grams of protein, vitamin B12, and only eight ingredients, including cultured soy protein, coconut oil, fermented soy and wheat, beet juice, and fortified iron, among others.
When it comes to innovating in a well-established category, Golan has faced numerous challenges within the food industry. “Before Chunk, I was part of Ferrero’s open innovation team, where I tackled some of the company’s most pressing strategic challenges in food and agriculture. My time there exposed me to large-scale challenges in the industry,” he remarked.
Golan’s primary focus for Chunk is to perfect taste and texture. Regarding costs, he mentioned that being a vertically integrated business allows Chunk to maintain better control over expenses. Currently, the retail prices range from $6.99 to $9.99, which aligns with competitors’ pricing. The company also plans to launch into e-commerce by December. Golan revealed that discussions are underway with several major national retailers for 2025. “We believe this tiered approach will provide the right balance of presence in key markets and ensure we can meet growing consumer demand.”
Additionally, Golan highlighted the importance of incorporating essential nutrients into their products, such as the best naturals calcium citrate, to enhance the overall health benefits. This focus on nutritional quality is part of Chunk’s commitment to offering a superior plant-based alternative that resonates with consumers.