SIMULATE
SIMULATE is a New York-based plant-based food company that develops and sells NUGGS, a vegan chicken nugget alternative, through retail grocery and foodservice channels including fast food chains.
- Company typePrivate
- Founded2019
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What SIMULATE does
SIMULATE (doing business as NUGGS) is a New York-based, privately held food technology company founded in 2018 that develops and sells plant-based chicken nugget alternatives under its NUGGS brand. The company's core product is a vegan nugget formulated as a direct substitute for conventional chicken nuggets, positioned within the broader alt-protein category. The company sells through two primary channels: retail grocery distribution for direct-to-consumer purchases, and foodservice partnerships targeting fast food chains. Its customer base spans health-conscious retail consumers seeking plant-based protein options and enterprise foodservice buyers seeking menu diversification into plant-based items. SIMULATE self-describes as a nutrition technology startup, though the disclosed technology is plant-based meat formulation rather than software or data-driven systems.
The company raised approximately $61 million across four funding rounds from 2018 to 2021, including a $50 million Series B in June 2021 led by Seven Seven Six (Alexis Ohanian's firm) with participation from McCain Foods. Founder Ben Pasternak (Australian entrepreneur, 2021 Forbes 30 Under 30 nominee) led the company, with Sam Terris listed as co-founder and CEO. Use of Series B proceeds targeted product development, manufacturing scale-up, significant retail expansion, and international market entry beginning with Canada. In October 2024, SIMULATE was acquired by Ahimsa Companies, a plant-based-focused investor, in a cash-and-equity transaction framed as an effort to revitalize the NUGGS brand and support further product innovation and expansion.
SIMULATE firmographics
Firmographics- Name
- SIMULATE
- Legal name
- Simulate
- Website
- https://simulate.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Short description
- SIMULATE is a New York-based plant-based food company that develops and sells NUGGS, a vegan chicken nugget alternative, through retail grocery and foodservice channels including fast food chains.
- Ownership category
- akta.pro rank
SIMULATE industry classification
Industry- Product category
- Plant-based Meat Alternatives
- NAICS
- Food Manufacturing (311)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Finished Meat-Alternative Prepared Foods (Nuggets, Burgers, Sausages, Ready Meals) (AFANAKAO)
- akta.pro secondary industry
- Plant-Based Poultry Alternatives (Analog Chicken/Turkey) (AFANAKAL)
Keywords
Where SIMULATE is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
SIMULATE business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Plant-based food product sales: Revenue generated from selling plant-based nugget products (NUGGS) through retail and foodservice distribution channels
Go-to-market motion2 records
Distribution channels3 records
Marketing channels1 record
SIMULATE product offering
Product offeringCore offering
SIMULATE is a nutrition technology startup that develops and sells NUGGS, a plant-based chicken nugget brand. The company formulates and produces vegan chicken nugget alternatives marketed to health-conscious retail consumers through grocery channels and to foodservice operators such as fast food chains. Following its October 2024 acquisition by Ahimsa Companies, the NUGGS brand is being revitalized and scaled.
Product overview
SIMULATE is a nutrition technology startup that offers plant-based food products. The company's primary product is NUGGS, a plant-based chicken nugget brand. The company operated as a single-product focused business before being acquired by Ahimsa Companies, which aims to enhance the NUGGS products and revitalize the brand.
Differentiator
Problem solved
Functional benefit
Brands
- NUGGS: Plant-based chicken nugget brand produced by Simulate.
Products and services
- NUGGS
Companies that use SIMULATE
Customer profileSegments2 records
Ideal customer profiles2 records
SIMULATE technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
SIMULATE partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
SIMULATE competitors and assessment
Company assessmentBroad incumbents
- MorningStar Farms: Established plant-based protein brand owned by Kellanova offering a broad portfolio of veggie nuggets, Chik'n products, and burgers. Comparable to SIMULATE on retail frozen/meat-alternative positioning but at much greater scale and SKU breadth.
- Sweet Earth Foods: Plant-based and mindful-meals brand (owned by Nestlé) offering frozen protein bowls, burritos, and Chik'n products. Comparable on plant-based retail frozen positioning.
- Tyson Foods (Plant-Based / Raised & Rooted): Incumbent protein major with a plant-based product line (Raised & Rooted) including nuggets and tenders. Comparable as a large, established player with overlapping plant-based chicken analog SKUs.
Direct peers
- Impossible Foods: Plant-based meat producer (beef, chicken, sausage) sold in retail and foodservice, including major QSR partnerships (Burger King, White Castle). Direct competitor to SIMULATE in the alternative-protein category.
- Quorn: Producer of mycoprotein-based meat alternatives including nuggets, tenders, and Chik'n cutlets sold in retail and foodservice. Comparable to SIMULATE on alternative-protein technology and chicken-analog SKU focus.
- Beyond Meat: Largest pure-play plant-based meat company offering plant-based chicken nuggets/tenders, burgers, and sausage across retail and foodservice. Directly comparable to SIMULATE in category, distribution, and target consumer.
- Daring Foods: Plant-based chicken brand offering frozen and refrigerated whole-cut chicken pieces. Directly comparable to NUGGS as a focused plant-based chicken analog brand competing for retail and foodservice shelf.
- Lightlife (Garden Protein International): Plant-based brand offering tempeh, burgers, sausages, and Chik'n products across North American retail. Direct competitor to NUGGS in the plant-based chicken analog and broader meat-alternative category.
Emerging players
- Before the Butcher: Plant-based protein producer offering Chik'n, beef, and pork analogs distributed in US retail. Direct competitor to SIMULATE in plant-based chicken alternative category.
- Alpha Foods: Smaller plant-based frozen meals and nugget/tender brand competing in similar retail frozen aisles as NUGGS. Comparable as a single-product-focused emerging plant-based competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
SIMULATE social profiles
Digital presenceSIMULATE financial estimates
Financial estimateRevenue estimate
Valuation estimate
SIMULATE leadership team
Management profileNumber of profiles
Profiles2 records
SIMULATE funding detail
Funding detailFunding overview
Funding rounds4 records
Investors19 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SIMULATE M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SIMULATE
What does SIMULATE do?
SIMULATE is a nutrition technology startup that develops and sells NUGGS, a plant-based chicken nugget brand. The company formulates and produces vegan chicken nugget alternatives marketed to health-conscious retail consumers through grocery channels and to foodservice operators such as fast food chains. Following its October 2024 acquisition by Ahimsa Companies, the NUGGS brand is being revitalized and scaled.
Is SIMULATE a public or private company?
SIMULATE is a private company. It is classified as corporate owned and is currently acquired.
When was SIMULATE founded?
SIMULATE was founded in 2019. It employs 11 to 50 people.
Where is SIMULATE based?
SIMULATE is headquartered in New York, United States, in the North America region.
How does SIMULATE make money?
One revenue line is on record: plant-based food product sales.
Who are SIMULATE's main competitors?
Broad incumbents on record are MorningStar Farms, Sweet Earth Foods and Tyson Foods (Plant-Based / Raised & Rooted). Direct peers are Impossible Foods, Quorn, Beyond Meat, Daring Foods and Lightlife (Garden Protein International). Emerging players are Before the Butcher and Alpha Foods.
Does SIMULATE have an API?
No public API is recorded for SIMULATE.
What industry is SIMULATE in?
SIMULATE's product category is Plant-based Meat Alternatives. Its primary akta.pro industry code is AFANAKAO, Finished Meat-Alternative Prepared Foods (Nuggets, Burgers, Sausages, Ready Meals), with a secondary code of AFANAKAL, Plant-Based Poultry Alternatives (Analog Chicken/Turkey). Its NAICS code is 311 and its SIC code is 2090.