Nuggs is an NYC-based alternative meat company founded by Australian entrepreneur Ben Pasternak who previously co-founded the social media app Monkey. Pasternak began his career at the young age of 15 when he created a mobile teaser game known as Impossible Rush that became famous worldwide.
In early 2018, Ben co-founded NUGGS. The company’s signature product, NUGGS, a plant-based chicken nugget alternative, was launched in July 2019 via a direct-to-consumer website. NUGGS has become a cult product in the United States and was sold at more than 5000 retail locations, including Walmart, Target, and Whole Foods.
In July 2020, Pasternak announced he is rebranding NUGGS to SIMULATE. Rebranding makes sense significantly since the company is expanding its product line into non-nugget foods. Having a broader corporate name allows it to venture into more categories without any confusion.
Not only that, there are many reasons for this shift to authenticity, but one element is particularly crucial: Millennials and Gen Z, an army of 139 million people who want authentic brands that support their values. According to Michigan State University’s Food Literacy and Engagement Poll, there’s a growing appetite for plant-based meat among consumers, especially millennials and Generation Z. With millennials expected to become America’s largest living adult generation, it is not supprising the company decided to invest more in its branding this time.
Armed with a new name with fresh funding, the company is ready to take over its competitors by the horns.
Moving from their previous domain EatNuggs.com, Simulate acquired the EBM (Exact Brand Match) domain Simulate.com as the alternative-meat company expands beyond chicken nuggets. Claiming to be the “Tesla of chicken,” SIMULATE now can target a specific type of clients in its new category of meat products.
Since its launch early in 2019, NUGGS has grown in bounds – and is considered one of the fastest-growing startups in New York. In June 2021, Bloomberg reported that SIMULATE had raised over US$50 million in funding from investors, including Alexis Ohanian’s venture fund Seven Seven Six, Chris Sacca, McCain Foods, and Jay-Z, at over a US$250 million valuation.
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