Nuggs Maker Simulate Bought By Ahimsa Companies After Period of Uncertainty for the ‘Tesla of Chicken’

Simulate, the plant-based meat brand behind the popular Nuggs, has been acquired by Ahimsa Companies after months of uncertainty. The deal, a combination of cash and equity, will help the startup return its products to grocery store shelves after disappearing in recent months. Simulate, known for its tech-forward approach and social media savvy marketing, saw rapid growth during the pandemic but faced struggles after its CEO stepped down at the end of 2023.

Ahimsa Companies, affiliated with the Ahimsa Foundation, has been actively acquiring plant-based food brands in the industry. The takeover of Simulate is part of a larger trend of consolidation in the plant-based meat sector, as companies face competition in the crowded vegan nugget market. Despite challenges, Simulate remains popular among consumers, with plant-based nuggets preferred over conventional chicken nuggets in taste tests. The acquisition by Ahimsa Companies signals a new chapter for the vegan startup, as it looks to regain its place in the market and continue pushing the plant-based movement forward.