SIMULATE (formerly known as NUGGS) is a

food technology Food technology is a branch of food science that deals with the production, preservation, quality control and research and development of the food products. Early scientific research into food technology concentrated on food preservation. Nic ...

company headquartered in

SoHo, Manhattan SoHo, sometimes written Soho (South of Houston Street), is a neighborhood in Lower Manhattan, New York City. Since the 1970s, the neighborhood has been the location of many artists' lofts and art galleries, and has also been known for its variet ...

which manufactures plant-based alternatives to meat products. The company was founded in 2018 by

Ben Pasternak Benjamin Pasternak (born September 6, 1999) is an Australian technology entrepreneur. He is the co-founder and CEO of SIMULATE, an American nutrition technology company. SIMULATE's signature product, NUGGS, launched in July of 2019. It is a pl ...

and Sam Terris. The company's main product is NUGGS, a plant-based chicken nugget alternative. SIMULATE also makes a plant-based chicken patty product called DISCS.

History

The product NUGGS was launched in July 2019 via a

direct-to-consumer Direct-to-consumer (DTC) or business-to-consumer (B2C) is the business model of selling products directly to customers and thereby bypassing any third-party retailers, wholesalers, or any other middlemen. Direct-to-consumer sales are usually tr ...

website. NUGGS began sale in retail stores such as Whole Foods Market, Walmart, Sam's Club, and

Target Target may refer to: Physical items * Shooting target, used in marksmanship training and various shooting sports ** Bullseye (target), the goal one for which one aims in many of these sports ** Aiming point, in field artillery, fi ...

in early 2021. The company also sells its products through

ghost kitchen A virtual restaurant (also known as a ghost kitchen or dark kitchen) is a food service business that serves customers exclusively by delivery and pick up based on phone and online ordering. It is a separate food vendor entity that operates out o ...

s in San Francisco and Los Angeles. In July 2019, SIMULATE (then NUGGS) announced that it was changing its name to SIMULATE. The company plans to expand internationally, first to Canada.{{Cite web, last=Yu, first=Douglas, title=Reddit Cofounder Alexis Ohanian Leads $50 Million Series B Funding In Plant-Based Meat Startup SIMULATE, url=https://www.forbes.com/sites/douglasyu/2021/06/08/reddit-cofounder-alexis-ohanian-leads-50-million-series-b-funding-in-plant-based-meat-startup-simulate/, access-date=2021-06-11, website=Forbes, language=en

References

Vegetarian companies and establishments