Simulate’s new plant-based chicken breast. | Image: Simulate
A new microwavable fake chicken breast is on its way from the makers of meme-famous Nuggs. The alternative meat startup Simulate plans to launch the new product in some two dozen New York grocery stores on July 7th. Curious consumers outside of the Big Apple will also be able to buy the stuff online on Simulate’s website at $2.99 a piece.
Simulate similarly launched its plant-based chicken nuggets, Nuggs, online in 2018 before offering it in stores in 2021. (The Verge was there for the ride.) Since then, the market for plant-based meat alternatives has slumped. Now, Simulate’s trying to beat the odds with an easy-to-prepare product and seemingly more serious branding than it came to be known for with Nuggs.
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