Mrs. Goldfarb's Unreal Deli

What Mrs. Goldfarb's Unreal Deli does

Mrs. Goldfarb's Unreal Deli is a U.S.-based plant-based food company that develops, manufactures, and distributes vegan deli meat products. Founded by Jenny Goldfarb, the company builds on a 100-year family deli heritage and commercialized the world's first plant-based corned beef. The core product line comprises four plant-based deli slices — Corn'd Beef (flagship), Steak Slices, Roasted Turk'y, and Unreal Bacon — formulated from whole vegetables and protein-rich grains including beets, shiitake mushrooms, chickpeas, lentils, black rice, cannellini beans, and butternut squash, delivering 14-16g of protein per serving without soy protein isolates, artificial additives, or GMOs, and certified kosher by the cRc.

The company operates a multi-channel go-to-market model that combines direct-to-consumer e-commerce through unrealdeli.com (with subscription pricing offering a 10% discount and free shipping above $99) with broad retail grocery distribution and a foodservice wholesale line. Retail 1 lb packs are priced at $26, with larger sizes up to 10 lbs at $149; wholesale foodservice cases (30 lb sliced, 32 lb unsliced, 50 x 8 oz retail packs) are priced at $300-$399 per case. Products are distributed in over 3,000 retail and foodservice locations nationwide, including Whole Foods Market, alongside presence on Amazon (where the brand is ranked the #1 best-selling vegan deli meat) and WebstaurantStore. Key enterprise partnerships include Whole Foods Market (initial 58-store launch in August 2019), a Quiznos test in Denver-area restaurants, and menu placements at Sarge's Deli, Park Row, Little Barn, and Mendocino Farms.

Unreal Deli is privately held under the legal entity Unreal Deli Corp. (Delaware), with founder Jenny Goldfarb as principal owner and Mark Cuban holding a 20% equity stake acquired through a $250,000 Shark Tank investment in November 2019. Capital structure is light on institutional backing, supplemented in October 2023 by a StartEngine equity crowdfunding campaign. Revenue is reported on a trajectory to $50 million as of 2020, supported by extensive earned media (New York Times endorsement, CNBC, NY Magazine) and a broad marketing footprint spanning Shark Tank exposure, a recipe content library, and an email newsletter. Operational scale remains lean at 11-50 employees, consistent with an asset-light CPG model reliant on co-manufacturing and distribution partners, with operational support in Woodland Hills, CA and a corporate address in Dover, DE.

Name

Mrs. Goldfarb's Unreal Deli

Legal name

Unreal Deli Corp.

Website

https://unrealdeli.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Mrs. Goldfarb's Unreal Deli is a U.S. plant-based food company that manufactures and distributes vegan deli slices (Corn'd Beef, Steak, Turk'y, Bacon) through DTC e-commerce, 3,000+ retail and foodservice locations, and wholesale channels.

Ownership category

akta.pro rank

Product category

Plant-Based Deli Meat

NAICS

Frozen Specialty Food Manufacturing (311412), Food Manufacturing (311)

SIC

Sausages & Other Prepared Meat Products (2013), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Frozen Plant-Based & Vegetarian Meals (CRADADAF)

akta.pro secondary industries

Frozen Prepared Meat & Seafood Meals (AFANAFAC), Deli Meats & Luncheon Meats (Sliced/Portioned Cold Cuts) (AFANAEAD)

Keywords

• Plant-based deli meat
• Vegan meat alternatives
• Plant-based protein slices
• Vegan corned beef
• Meatless deli products

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales through unrealdeli.com website. Products are sold at various weight options (1lb, 2.5lbs, 5lbs, 10lbs) with subscription options offering 10% discount. Free shipping on orders $99+.
2. Wholesale/Foodservice: Bulk sales to restaurants, delis, and foodservice operators. Products sold in 30-32lb cases (sliced or unsliced) with pricing from $300-$399 per case. Also available in 50 x 8oz retail packs at $300.
3. Retail Distribution: Products sold through grocery stores, delis, and sandwich chains nationwide. Available in over 3,000 retail locations including Whole Foods, with retail pricing at approximately $26 for 1lb packages.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Mrs. Goldfarb's Unreal Deli manufactures and sells a portfolio of 100% plant-based, non-GMO vegan deli slices: Corn'd Beef (the world's first plant-based corned beef), Steak Slices, Roasted Turk'y, and Unreal Bacon, all formulated from whole vegetables (beets, tomatoes, shiitake mushrooms, butternut squash) and protein-rich grains (chickpeas, lentils, black rice, cannellini beans, fava beans) to deliver 14–16g protein per serving. The company sells these products direct-to-consumer via its own website and Amazon, through 3,000+ U.S. retail grocery stores and delis, and to foodservice operators via wholesale 30–32lb cases and 50 x 8oz retail packs.

Product overview

Mrs. Goldfarb's Unreal Deli is a plant-based food company offering a portfolio of vegan deli meat products. The core product line consists of four main plant-based deli slices: Corn'd Beef (their flagship and the world's first plant-based corned beef), Steak Slices, Roasted Turk'y, and Unreal Bacon. These products are positioned as high-protein (14-16g per serving), non-GMO alternatives to traditional deli meats, made with whole vegetables and protein-rich grains like beets, mushrooms, chickpeas, and lentils. The portfolio extends to bundled offerings including the Mini Trio Pack (3 lbs of three varieties) and Mini Quad Pack (4 lbs of all four varieties), as well as wholesale bulk options in 30 lb sliced cases and 32 lb unsliced slabs for foodservice operators. Products are sold direct-to-consumer through their e-commerce site and through retail grocery stores, with distribution in over 3,000 locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Corn'd Beef Plant-based corned beef slices made with beets, tomatoes, and chickpeas, delivering 14g of protein per serving; positioned as the company's flagship product and the first plant-based corned beef in the world.
• Steak Slices

Quantifiable outcome

• Products available in over 3,000 retail and foodservice locations nationwide
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered major and minor.

• QuiznosmajorChannel Partner/ Reseller/ Distributor · 1 December 2019Quiznos partnered with Unreal Deli to test plant-based corned beef sandwiches at Denver-area restaurants in December 2019.
• Whole Foods MarketmajorChannel Partner/ Reseller/ Distributor · 1 August 2019Unreal Deli debuted at 58 Whole Foods Market locations in August 2019, marking their first major retail distribution partnership.
• Park Row (restaurant)minorChannel Partner/ Reseller/ DistributorPark Row restaurant uses Unreal Deli Steak for their Park Row Steak Sandwich, which has become a popular menu item.
• Sarge's DeliminorChannel Partner/ Reseller/ DistributorSarge's Deli Owner A. Wengrover stated 'We're thrilled to see how much folks enjoy Unreal Deli and the new customers we're seeing.'
• Mendocino FarmsminorChannel Partner/ Reseller/ DistributorMendocino Farms partnered with Unreal Deli to offer plant-based-friendly Reuben sandwiches on their menu.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Alpha Foods: Plant-based brand offering deli slices, burritos, and frozen meals. Emerging player in plant-based deli category with overlapping retail distribution and target consumer, though broader product portfolio.
• Abbot's Butcher: Plant-based protein brand focused on 'plant-roasted' whole-muscle deli slices, crumbles, and chorizo. Emerging player with comparable product positioning in plant-based deli slices and similar premium retail and foodservice channels, though smaller scale.
• Hodo Foods: Plant-based brand specializing in tofu, yuba, and whole-muscle plant protein products including deli-style slices. Emerging player with comparable premium positioning, Whole Foods-class distribution, and overlap in foodservice partnerships.

Direct peers

• Field Roast (Maple Leaf Foods): Premium plant-based deli slices, sausages, and roasts owned by Maple Leaf Foods. Direct competitor in plant-based deli category with grain-based formulations, similar Whole Foods-class distribution, and overlapping foodservice partnerships.
• Sweet Earth Foods (Nestlé): Plant-based deli slices, breakfast proteins, and frozen meals owned by Nestlé. Direct competitor in plant-based deli category with comparable product formats, grocery retail distribution, and target consumers.
• Yves Veggie Cuisine: Plant-based deli slices, hot dogs, and ground products. Direct competitor in plant-based deli category with established retail presence, comparable product portfolio and similar target customers.
• Lightlife (Maple Leaf Foods): Plant-based deli slices, hot dogs, and ground products owned by Maple Leaf Foods. Direct competitor in plant-based deli meat category, with comparable retail distribution and similar target consumer (health-conscious and flexitarian).
• Tofurky: Long-established plant-based deli slice and holiday roast brand. Direct competitor in vegan deli meats with overlapping retail and foodservice distribution; comparable product format (sliced deli meats) and customer base (vegans, vegetarians, flexitarians).

Broad incumbents

• Beyond Meat: Largest publicly-traded plant-based protein company with a broad portfolio including deli slices, ground beef, and chicken substitutes. A broad incumbent in plant-based proteins with overlapping deli slice products and similar customer base, though it competes across many more categories than Unreal Deli.
• Impossible Foods: Major plant-based protein company primarily known for Impossible Burger. Broad incumbent in plant-based proteins; recently expanded into deli slice-adjacent formats and competes for the same flexitarian consumer, though its core focus remains ground beef substitutes.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/UnrealDeli
• Instagraminstagram.com/unrealdeli
• YouTubeyoutube.com/channel/UCX7FhF0zFCv7c3jVJ8i6rZQ
• LinkedInlinkedin.com/company/unreal-deli
• Pinterestpinterest.com/unrealdeli
• Xx.com/unrealdeli

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mrs. Goldfarb's Unreal Deli