Juicy Marbles GTM brain

category

market profile

• text: Whole cuts address a gap between burgers and a versatile centerpiece for traditional meat recipes.
• text: Its reported US audience includes vegans, vegetarians and mixed-diet households; it also distributes in UK grocery.

personas

• title: Vegan home cook
  pains:

  • Misses substantial steak-like textures in familiar dishes
  • Wants unseasoned ingredients to control recipes
• title: Mixed-diet household shopper
  pains:

  • Needs a shared meal that satisfies plant-based and meat-eating guests
  • Premium alternatives must justify their price and preparation
• title: Plant-based holiday host
  pains:

  • Needs a centerpiece for a special dinner
  • Must plan frozen delivery and cooking in advance

icp

• text: US online shoppers and UK grocery shoppers seeking premium plant-based whole cuts; this is a consumer audience rather than a firmographic account segment.
• text: Mixed-diet families, vegans and vegetarians looking to cook familiar meat dishes at home.

message pillars

• text: Whole cuts make familiar meat recipes plant-based.
• text: Unseasoned cuts support creative home cooking.
• text: Combine indulgence with nutrition.

objections

• objection: Does it taste and cook like steak?
  response: Use honest reviews and cooking guides; texture and flavor remain subjective.
• objection: Is a premium frozen purchase worth the cost?
  response: Show pack size, per-serving economics and delivery requirements before purchase.

competitors

• name: Chunk Foods
  why: Makes plant-based whole-cut steaks.
• name: Planted
  why: Makes plant-based whole cuts for similar cooking occasions.
• name: Beyond Meat
  why: Its Beyond Steak competes for plant-based meat shoppers.

keywords

• plant based steak
• vegan whole cut meat
• vegan filet mignon
• plant based roast
• vegan ribs
• plant based dinner centerpiece

voice

• playful and irreverent
• sensory and indulgent
• home-cooking focused

signals

• text: Shopper is planning a mixed-diet holiday meal and needs a centerpiece.
• text: A household seeks a plant-based substitute for traditional steak recipes.

pricing

motion

channels

• direct online store
• retail grocery
• recipes
• LinkedIn

confidence

Founders

• name: Luka Sinček
  title: Founder
  role: Founder
• name: Maj Hrovat
  title: Founder
  role: Founder
  bio: Biotechnologist by education, but I specialize in protein processing and texture development for plant-based products. I have a great passion for crafting delicious, innovative foods - I see food as a scientific experiment that can be eaten. Before co-founding Juicy marbles I was working on a variety of hardware projects, from precision farming robots, to inexpensive lab equipment - that experience became quite handy, when we were developing a machine for texturing protein into steaks.
• name: Tilen Travnik
  title: Founder
  role: Founder
  bio: Tilen is an experienced digital transformation entrepreneur turned food-tech geek. Together with his two co-founders, they launched BEVO - a plant protein texturisation company that developed a process and designed a machine capable of turning any plant protein in a delicious whole-cut steak. Tilen is also an avid supporter of Slovenia's startup ecosystem and holds an MBA.