NUGGS, a New York-based McCain Foods-backed venture that raised $7 million in startup capital from a number of investors last year, will roll out plant-based faux chicken nuggets made of texturized pea protein in US retail stores this spring.
Since launching in 2019, NUGGS has sold out every version of its regularly updated nuggets through an entirely direct-to-consumer model that has relied on customer feedback to improve each release. Moving forward, NUGGS has selected two retail broker partners to promote the product line: Acosta for the conventional grocery market and Green Spoon for the natural grocery market.
In expanding its reach into the retail sector, the company has hired industry veteran Matt Merson as vice president of sales. His three decades of experience in the food and beverage industry includes 15 years in foodservice with both Dannon and Sara Lee. Merson has also held a number of key leadership positions with Coca-Cola, Energy Brands, Boxed Water and ZICO Coconut Water.
“We are really excited to have Matt on the team. His unmatched experience in the industry has given him extensive understanding of the distributor and retail world, and his strategic vision for kick starting NUGGS’ next phase speaks to just how well he understands the brand and product” said Ben Pasternak, founder and chief executive officer of NUGGS.
“McCain is a proud investor and partner to NUGGS and it’s fantastic to see this exciting startup establishing itself so quickly across multiple consumer channels through truly innovative consumer connections and insight” said Mauro Pennella, chief growth officer of McCain Foods.
Merson commented: “It is now time to launch across natural and conventional retail. The category [plant-based faux meat products] is red-hot and approaching $5 billion as consumers adapt their eating habits. We have incredible active investors in McCain and others that will allow us to bring this brand to life in the global market quickly.”
