Alt-meat brand Juicy Marbles has launched ‘Meaty Meat,’ a whole cut plant-based lamb product claimed to be the first of its kind, in the US and Canada.

The new product – a 6.4 oz slab of plant-based lamb, designed for versatility and convenience – has been crafted with an aim of ‘flipping the script’ on the communication around plant-based meat alternatives.

Luka Sinček, co-founder of Juicy Marbles, noted that while there is a need to compare these products to traditional animal meat so that consumers can “visualise how they fit into their lives,” direct comparison can draw attention away from the products’ unique properties.

He added: “This limits people’s ability to enjoy these ingredients for what they are, and also limits their perceived versatility in the kitchen. That’s why with Meaty Meat, we went deliberately ambiguous.”

“We wanted to see if we could give our customers more freedom, while hopefully shifting the perception of plant-based whole cuts in general, by focusing on what people love most about Marbles: meaty texture and flavour – and nothing else.”

Juicy Marbles’ previously launched products – such as its renowned marbled steak alternative – lean more toward special occasions and family dinners. But the brand aims to ‘open up a new world of daily use cases’ with this latest launch, thanks to its size, versatility and lower price point.

Meaty Meat costs $10 per pack, a 26% price reduction per oz compared with the start-up's Whole-Cut Loin. It cooks in seven minutes and can be sliced into strips, cut into chunks, shredded or cooked whole.

The product is made using Juicy Marbles’ ‘Marble 3.0’ clean label recipe, free of preservatives, thickers and binders, including methylcellulose and carrageenan, and made with 100% non-GMO ingredients.

It contains 19g of plant protein per 100g serving, with a complete amino acid profile and offering a source of micronutrients including iron, zinc, selenium and B vitamins, including B12. The product also achieves a Nutri-score of A.

Meaty Meat launched on 4 February to US and Canadian customers, while its launch date in the UK and EU is yet to be announced. The product is currently available exclusively online, with the date for US retail also to be confirmed.