Simulate (company)
American food technology company
From Wikipedia, the free encyclopedia
SIMULATE (formerly known as NUGGS) is a food technology company headquartered in SoHo, Manhattan which manufactures plant-based alternatives to meat products.[2][3] The company was founded in 2018 by Ben Pasternak and Sam Terris[4][5][6] and was acquired by plant-based investor Ahimsa in 2024.[7]
| |
| Formerly | NUGGS LABS, INC [1] |
|---|---|
| Company type | Privately held company |
| Industry | Food technology |
| Founded | 2018 |
| Founders | Ben Pasternak Sam Terris |
| Headquarters | |
| Website | simulate |
The company's main product is NUGGS, a plant-based chicken nugget alternative.[8] SIMULATE also makes a plant-based chicken patty product called DISCS.[9][10]
History
The product NUGGS was launched in July 2019 via a direct-to-consumer website.[11] NUGGS began sale in retail stores such as Whole Foods Market, Walmart, Sam's Club, and Target in early 2021.[12] The company also sells its products through ghost kitchens in San Francisco and Los Angeles. In July 2019, SIMULATE (then NUGGS) announced that it was changing its name to SIMULATE.[13][14][15] The company plans to expand internationally, first to Canada.[16][17]