Juicy Marbles Moves Beyond the Fillet and Into the Fridge Staple Zone

Juicy Marbles built its reputation on theatrical, whole-cut plant-based steaks, the kind designed to be carved, shared, and Instagrammed. Now the company is deliberately stepping down from the dinner-party pedestal and into everyday eating, launching its new Umami Burger across 225 UK Tesco stores. It’s a notable move which is less “look what we can do,” more “this is what you’ll actually cook on a Tuesday night.”

The Umami Burger lands squarely in the gap many consumers have been quietly asking for, not hyper-meaty, not crumbly veg puck, but something convincingly savoury, nutritionally solid, and built from recognisable ingredients. Koji barley, quinoa, flax, miso and seitan do the heavy lifting here, delivering 22g of protein per 100g patty without the long ingredient lists that have begun to turn some shoppers off first-gen plant-based burgers.

Crucially, this isn’t Juicy Marbles abandoning its core audience, it’s just widening the funnel. The brand is betting that even its most devoted “meat-loving” customers don’t always want a steak analogue, and that a whole-food-forward burger with proper bite can live permanently in the fridge, not just as an occasional novelty. At £4.95 per two-pack (discounted to £3.95 for January), it’s priced to be tried and, more importantly, re-purchased.

TRENOS SiGINT DATA LINK

ENDS: