This new plant-based salmon looks, cooks, and tastes like the real thing
Juicy Marbles and Revo Foods team up to launch Kinda Salmon, a mycoprotein fillet that mimics the taste and texture of real fish without the cruelty or environmental cost.
Credit: Juicy Marbles/Revo Foods
Juicy Marbles and Revo Foods have created a new whole-cut, plant-based salmon fillet that mimics the texture and appearance of an animal-based fish.
Kinda Salmon is the second co-branded seafood alternative product to launch in two months, following the successful release of Kinda Cod, a whole-cut vegan cod fillet that sold out in just over one hour.
The mycoprotein salmon fillet is from the Juicy Marbles & Friends line, which sees the startup collaborate with other plant-based brands to create meat and seafood alternatives rolling out throughout 2025.
“Teaming up fulfills both our companies’ missions,” said Revo Foods CEO Robin Simsa. “I believe this collaborative mindset is key to bringing the whole field forward.”
“It’s easy to forget we’re still in the early days of this industry; it’s still relatively niche,” Simsa continued. “So this type of collaboration between companies will be crucial as we continue working toward becoming a staple in everyday kitchens.”
Credit: Juicy Marbles/Revo Foods
Kinda Salmon comes as a 110g raw fillet seasoned with pink pepper and lemon, and is made from mycoprotein via a novel structuring process, which gives the products its traditional salmon-like texture.
“This voluptuous filet has a tender yet firm bite, buttery mouthfeel, and hits all those ‘salmony’ notes, while keeping sh*t subtle,” Juicy Marbles wrote on Instagram when it launched the product.
This fungi-based fish alternative contains 13g of protein per fillet, 18 percent of the recommended daily intake of fiber, 30 percent of B6, 40 percent of B12 and folate, and 191mg of omega-3.
With no breading or pre-frying, Kinda Salmon is designed for its culinary versatility and flexibility, according to Juicy Marbles’ co-founder Luka Sinček: “Kinda Salmon fits right into our brand ethos. When it comes to plant-proteins, our goal is to give you the closest thing to a wholesome, raw ingredient as we can. The kind of versatile canvas chefs and home cooks actually want to work with.”
“Clearly, there’s demand for plant-based fish products that feel like real ingredients, rather than pre-packaged meals,” continued Sinček. “And Kinda Salmon does that with pinache. We’ve made one-pot fish bakes, high-protein salads, fish sandwiches… it kinda does it all.”
Kinda Salmon is now available exclusively in the US via Juicy Marbles’ online store, with a UK launch planned in the near future. Customers in the EU can find the product through Revo Foods’ retail partners.
Credit: Juicy Marbles/Revo Foods
Salmon is the second-most consumed species of fish after shrimp in the United States, with Americans eating an estimated 425,000 tons every year. A third of global fish populations are vastly overexploited, and although the majority of salmon eaten in the US is from farms, these salmon are typically fed wild-caught fish.
New research also confirms that fish experience prolonged and severe pain during slaughter, raising urgent questions about animal welfare for the estimated 2.2 trillion wild fish and 124 billion farmed fish killed each year.
Air asphyxia remains the most common slaughter method for fish. Others include gassing with carbon dioxide or cutting the gills without stunning.
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There are 33,000 species of fish and what many of them are capable of is absolutely mind-blowing. Listen to the Species Unite podcast episode with biologist Jonathan Balcombe to learn more.
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