SIMULATE

SIMULATE is a plant-based meat startup founded in 2018, originally called NUGGS, after their flagship product—a plant-based chicken nugget. The startup was founded by Ben Pasternak and targets mainly millennials and generation Z via smart branding and a D2C subscription model. 

The startup uses pea protein to produce its faux-meat products which includes plant-based chicken breast, tenders, and nuggets. The company uses technology to collect user feedback and continuously updates the product, engaging the community via "release notes", which it publishes with every new version. In September 2022 the company entered the food service sectors with the launch of two new products.

Funding and financials

In its latest funding round in June 2021, the startup secured USD 50 million in a Series B funding round led by Alexis Ohanian’s Seven Seven Six. The proceeds were earmarked for developing new products, increasing headcount three-fold to 50 by 2022, and expanding into international markets and food service locations.