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Food startup SIMULATE just launched its NUGGS vegan chicken nuggets—in original and spicy flavors—across Canada. NUGGS are now available in grocery chains Loblaws and Sobeys in British Columbia, Ontario, and Atlantic Canada; in Whole Foods East locations; and in Maxi locations in Quebec.

“NUGGS’ delicious, sustainable nuggets and punchy branding has quickly blossomed in the US,” Matt Kohler, Managing Director of the Canadian retail business at McCain Foods, which will produce and distribute NUGGS in Canada, said. “We’re thrilled to bring this plant-based nugget to Canadians and to extend this playful, unexpected brand to communities from coast to coast.”

The “Tesla of chicken”

Founded in 2018 by then 19-year-old technology entrepreneur Ben Pasternak, SIMULATE—which positions itself as “the Tesla of chicken”—aims to accelerate the world’s transition to sustainable nutrition. As a food tech company, it creates “simulations” of plant-based products and uses customer feedback to constantly refine and improve the formula to better…

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