Daring Launches Plant Steak Bites at Publix, Its First Plant-Based Beef Product, Betting on Clean-Label, Seed-Oil-Free Protein

US plant-based protein brand Daring has launched Plant Steak Bites, its first beef alternative, as an exclusive at Southeastern grocer Publix. The product went on sale on 12 November 2026, and Daring says additional retailers will follow in 2027.

The launch is a notable test of where plant-based meat brands think demand still exists: a short, clean-label ingredient list, no seed oils and a protein-plus-fibre nutrition panel, rather than an all-out imitation of a burger patty.

A 10-ingredient, seed-oil-free formulation

According to Green Queen, the steak bites are built on semi-defatted soy flour and avocado oil, with yeast extract, natural flavours and spices. CEO Chris Coburn says the product has the shortest ingredient list of any plant-based steak bite on US shelves and describes it as having just 10 ingredients. It is gluten-free and non-GMO.

• Per 100g (Green Queen): 15g protein, nearly 5g fibre, 141 calories and 1.1g saturated fat.
• Per serving (company figures reported by vegconomist): 13g protein and 4g fibre.
• Fat source: avocado oil instead of canola or sunflower oil.

“We wanted a steak bite you could read the back of in seconds, not minutes,” Coburn told Green Queen, adding that beef “is where consumers have been most underserved.” He said the switch to avocado oil reflects something shoppers are increasingly looking for.

Consumer signals behind the launch

The move into beef comes as US beef prices have reached record highs. Green Queen reports that prices hit nearly $7 per pound in August. Coburn said higher animal protein prices create an opportunity but were not the main driver, arguing that products must win first on taste, texture, nutrition and convenience.

The wider category remains under pressure. Green Queen reports that US supermarket sales of plant-based meat fell 10% last year, while plant-based meals declined 12%. In foodservice, Starbucks recently dropped its Impossible breakfast sandwich, its only US plant-based meat item.

Coburn sees protein as the clearest consumer opportunity but says shoppers now look beyond grams of protein to fibre, simple ingredients and overall nutritional balance. On GLP-1 medications, he said they are changing the conversation around nutrient-dense meals and portion sizes, but cautioned against building a food brand around a single medication trend.

Retailer exclusives as a rollout strategy

Employee-owned Publix operates more than 1,400 stores across eight Southeastern US states, giving the product a regional footprint until next year’s wider rollout. Daring used a similar single-retailer approach for its frozen Skillet Meals, which launched with Sprouts Farmers Market in September.

The steak bites are Daring’s latest launch since Australian plant-based meat company v2food acquired the brand in August 2025 in partnership with Japan’s Ajinomoto. Since then, Daring has introduced microwavable diced and shredded plant chicken at Walmart and Albertsons, the Skillet Meals and a bowl range at Kroger. Coburn said being part of v2food has given Daring access to R&D capability in plant-based beef.

Daring says it is now sold in more than 16,000 US retail outlets and, citing NielsenIQ, describes itself as the fastest-growing of the top five brands in frozen meatless. The company does not disclose revenue.

What to watch

For retailers and category managers, the launch tests whether plant-based brands can grow by moving into adjacent proteins and simpler formulations rather than relying on sustainability messaging. Coburn said the first wave of plant-based meat was driven by excitement and sustainability, but long-term success depends on taste, nutrition, convenience and value. Repeat purchase rates at Publix before the 2027 expansion will show whether the clean-label positioning is enough to stand out in a shrinking segment.