Sandwich with plant-based beef, lettuce and cheese.

Juicy Marbles – a meat eater's nightmare

Yes, we said it… nightmare! When the T-Rex within you sinks its teeth into the juicy piece of meat, swallows it down and sits back feeling satisfied having had a great meaty meal, and you then learn that your fillet of beef was actually a fillet of plants… well, you’ll start wondering whether you know anything about meat at all!

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  • Our new plant-based meat supplier, Juicy Marbles, makes prime steaks and ribs. Or rather “steaks” and “ribs” – because after all, they are made from plant-based ingredients.

  • And when we say prime, we mean just as good as the kind of high quality produce you can buy for a lovely weekend dinner in your local grocery store.

  • They haven’t just nailed the umami-taste that make your taste buds tingle – they’ve also got the consistency of the fibres just right. You’ll feel like you’re eating a tender and juicy pulled beef dish in an authentic steakhouse!

Meat, but not meat...?

Lab-grown lumps of fake meat full of chemicals – is that what you’re thinking? Well, fear not! This product has nothing to do with labs or synthetic chemicals – Juicy Marbles is all about proper food made from real produce. And the products have even been given A-grade Nutri-Score, a nutrition label that demonstrates the overall nutritional value of food products.

So, you’re probably wondering what the main ingredients are, right? The main source of protein is European GMO-free soy, which provides all the essential amino acids your body requires. The juiciness comes from natural food colourings including beetroot juice and acerola cherry juice – also fantastic sources of antioxidants and beta-carotene – as well as sunflower oil, which in turn provides omega-3 and omega-6 fatty acids. For great taste, the products also contain some natural flavourings that remain a closely guarded Juicy Marbles secret! You know, family recipes and all that jazz…

Allergens: Soy

Have you tried our new plant-based Thick-Cut Filet? Tell us what you think and you’ll have the chance to win bonus points from Strawberry!

A plant-based steak salad in a bowl.

But what's the point? Can't we just eat regular meat?

So, when you’re sitting there choosing between animal and plant-based proteins on the menu, you may well be wondering why we’ve taken the drastic step of introducing plant-based meat in our restaurants? Good question! And why not? It’s no secret that the 2015 Paris Agreement clearly states that we all have to do our bit to reduce greenhouse gas emissions. And it’s also no secret that the beef industry accounts for a huge proportion of such emissions. Calculations show that Juicy Marbles account for a remarkable 93% reduction in CO2-emissions per kilogram produced, compared to red meat.

Strawberry has taken the “reduce” concept one step further with the ambition of being climate neutral within our organisation, as well as to halve the emissions in our value chain by 2030. You can find out more about our sustainability goals and projects here. That means we also need to act in our value chains, so Strawberry has decided to enter into a partnership with Juicy Marbles to support the further development of plant-based alternatives, and be a frontrunner when it comes to offering more sustainable food choices in our restaurants.

  • Of course, we don’t put any pressure on our guests to go nuts for beans and cut out meat completely. We understand that people don’t always want to order a green salad or pumpkin purée when they’re out for a nice meal.

  • So, we now have a delicious alternative for those of you trying to eat less meat…

  • …regardless of whether you’re doing it for the climate, animal welfare or health reasons. In other words, you won’t have to miss out on tasty food just because you’re trying to do your bit for the world, the animals and your health!

How good can it possibly be then?

Don’t believe us? Then come and try it! Until 9 April 2024, you’ll find our plant-based Thick-Cut Filet on the menu at The Social Bar & Bistro at eight of our hotels across the Nordics:





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