Plant-based nugget brand Nuggs secures investment from McCain

Nuggs, a start-up that has developed a plant-based alternative to chicken nuggets, has raised $7 million in a funding round led by McCain Foods.

Following more than a year of research and development, Nuggs has developed a nugget that features texturised pea protein technology and is free from major allergens, including eggs, wheat, dairy and soy.

According to Nuggs, the nuggets have a higher protein content and lower calorie count than regular chicken nuggets.

“At McCain, we believe Nuggs has developed an incredible product that uses plant-based technology to uniquely simulate a high-quality chicken nugget,” said Mauro Pennella, chief growth officer at McCain Foods.

“A significant factor in achieving this is their approach to fast and iterative innovation, which is based on constant consumer feedback. We believe the combination of the Nuggs approach and McCain’s production and commercial expertise will accelerate the brand’s growth and deliver market scale.”

Founded by 19-year-old and entrepreneur Ben Pasternak, Nuggs operates similarly to a technology start-up, with Pasternak taking a unique approach to product development. Much like an app, Nuggs will release updates to the nuggets as the formula is constantly improved on based on user feedback.

Pennella added: “The Nuggs team’s approach to fast, iterative innovation, based on constant consumer feedback is a great way to create products people love.”

McCain, which manufactures the nuggets, said it will use its production and commercial expertise to accelerate the brand’s growth and deliver market scale.

Nuggs products are currently only available direct to consumer, with plans to expand to retail and foodservice soon.

The news comes two months after McCain announced the acquisition of a 70% stake in Sérya, a Brazilian food company that operates in the pre-formed potato market.