Alt-meat brand Juicy Marbles has joined forces with alt-seafood specialist Revo Foods to launch Kinda Cod, a raw, unseasoned plant-based cod fillet product.

The partnership kicks off Juicy Marbles & Friends – a curated product line of whole cut-style plant proteins imported for sale in the US and listed through the company’s online store.

Juicy Marbles is best known for its marbled plant-based steak, tenderloin, and ribs with vegan ‘bones’. Now, the brand is entering the fish alternatives space with the release of the co-branded Kinda Cod, developed using Revo’s novel 3D structuring process.

Maj Hrovat, co-founder and R&D chief at Juicy Marbles, said: “Much of the plant-based fish market is dominated by breaded fillets, fish sticks or eerily translucent, rubbery alternatives”.

“But when we cooked Revo’s Cod, it flaked into tender pieces like a proper fillet; had the subtle, not too ‘oceany’ flavour we always hoped for; and it’s perhaps the only fish alternative we felt we could use in serious cookery.”

Kinda Cod will be sold as a single 110g fillet, providing a versatile texture and subtle flavour that enables use across numerous different cooking mediums and cuisines.

The fillet is made with fermented fungi-based mycoprotein and contains omega-3 from microalgae oil (130mg DHA and 82mg EPA per serving). It also offers a good source of vitamin B12 and B6, as well as dietary fibre and folate.

In a statement announcing the partnership, the companies noted that the plant-based protein segment has grown ‘increasingly volatile,’ noting that ‘immense hype and massive valuations’ in the early 2020s has led to companies ‘toppling under the weight of nine-figure investments and premature expectations of mass adoption’.

Revo Foods’ CEO, Robin Simsa, commented: “A ton of start-ups founded in 2020 and 2021 tried to do everything themselves. Sadly, many faced challenges because it’s too capital intensive. Our collaboration with Juicy Marbles is a prime example of how partnership can bring the whole field forward by allowing startups with different strengths to focus on their core expertise.”

Simsa praised the international brand and distribution network Juicy Marbles has built, adding: “We have pent up demand for our products from the US that we’ve been unable to supply – so the end result fulfills both of our companies’ missions. I think this collaborative mindset is key to ushering in a new, more mature era for the plant-based industry.”

Kinda Cod is slated for launch exclusively on Juicy Marbles’ US web shop from 18 June 2025. Launch in the UK and EU is to follow soon, the companies confirmed.