Simulate, the US business behind the Nuggs faux-chicken nuggets brand, has been acquired by local category specialist investor Ahimsa Companies.
Financial terms of the deal have not been disclosed.
Simulate, established in 2018, launched the Nuggs frozen vegan nuggets brand in the summer of 2019 at the height of the alt-meat boom. It quickly became available in more than 5,000 retail locations, including branches of Walmart, Target and Whole Foods Market.
The brand gained traction through playful and eye-catching social media campaigns. describing itself at one point as “the Tesla of chicken”. It gained backing from celebrities such as Jay-Z and Canadian frozen chips major McCain Foods.
But concerns for its future, in a difficult climate that has seen a number of plant-based manufacturers go under, were expressed recently amid reports its products had disappeared from grocery stores.
Now Ahimsa, which bought plant-based ready-meals brand Wicked Kitchen in June, has stepped in to add Simulate to its portfolio.
Writing on LinkedIn, Simulate founder Sam Terris said: “I am excited to share Simulate has been acquired by Ahimsa Companies.
“We've spent the last year searching extensively for the right mission-aligned partner to help push Simulate’s technology forward. We found our match in Ahimsa.”
Asked for comment by Just Food, Ahimsa CEO Matt Tullman described Terris as “one of the best entrepreneurs I've met” and said Ahimsa is “thrilled to support him in Simulate's continued focus on changing the food system”.
He added: “I'll emphasise that Simulate has been a leader in this movement since the earliest days and much of their technology has never been seen by the public. We're excited to help bring that tech to the market and believe the business's best days are ahead.”
Ahimsa, effectively a collection of investors, is on record as saying it wants to build a portfolio of plant-board food brands via M&A.
Speaking to this publication in June, soon after the Wicked Kitchen deal was announced, it said it was in talks with a clutch of brands, all based and selling in the US.
Tullman said at the time. “I would imagine we’ll get over the line with a handful of them by the end of the year. There’s a lot of opportunity. These are great companies, they have great products and we hope to help them through this momentary sector turbulence.”
Ahimsa acquired a manufacturing facility in Ohio making plant-based products in the summer
The site is manufacturing for unnamed clients on a private-label business and will take on some of Wicked Kitchen’s production.
