Rebelling its way into the family freezer

Wrapping up my vegan marketing profile series is plant-based meat alternative company Rebellyous Foods.

Even though I haven’t tried its products, I’ve long admired its brand. You’ll find RF in the freezer section of grocery stores, but what’s interesting about it is its strategy to be in schools and foodservice establishments. Being a default option for other businesses automatically creates demand consumers don’t even know they need.

A cross-border trip is overdue in 2026 for me! Let’s learn all about this rebel brand’s marketing.

Date founded: 2017

Headquartered in: Seattle, Washington

Founder(s): Christie Lagally Bradburn

Current CEO: Christie Lagally Bradburn

Current COO/CMO: Unknown

Annual revenue: $19m

Annual marketing budget: Unknown

Here’s a talk Christie gave at the Food Innovation Summit in 2020.

Products/services: 

• Kickin’ Nuggets
• Kickin’ Tenders 
• Kickin’ Patties 
• Spicy Kickin’ Patties
• Spicy Kickin’ Nuggets
• Spicy Kickin’ Tenders 
• Kickin’ Popcorn Bites

Brand features:

1. Positioning towards a kid-friendly audience 

Not only does Rebellyous’ marketing style align with being kid-themed (e.g. playful graphics), the brand also has a segment on its website promoting the use of its food at schools. (“Specifically crafted for K-12 school foodservice, our plant-based proteins deliver the flavor and crunch kids want.”)

It acknowledges that its nuggets, tenders, and patties meet USDA NSLP guidelines and provide two meat/meat alternate credits. There are many examples on Rebellyous’ social media platforms of its products in school settings, such as on lunch trays.

2. Fighting the status quo

Rebellyous Foods’ three pillars are embodied by rebellion, just like its name. It emphasizes throughout its brand that:

• Real nuggets don’t need to be made from chicken
• Consumers can have good-tasting products and feel good when eating Rebellyous products
• Though a startup, Rebellyous is following the “go big or go home” mindset

Rebellyous fights typical stereotypes through its brand by flipping the script on what “real chicken” should be, championing feel-good indulgence, and disrupting the startup narrative.

3. Technology-driven

Rebellyous Foods has a proprietary production technology designed to make plant-based chicken more scalable, affordable, and consistent. It highlights that better technology leads to better food, allowing it to compete directly with conventional chicken in price and quality.

Top marketing tactics

1. Collaborations

Rebellyous Foods has partnered with food service brands to cross-promote its products.

2. Presence at expos and conventions

Rebellyous shows face at veg-forward conventions with product samples and promotional branding. This work is mandatory for building those B2B food service and retailer relationships.

3. Small-scale public relations and outdoor advertising 

Rebellyous’ website and social media highlights its media coverage and a billboard.

Website: Rebellyous.com
Facebook: Facebook.com/RebellyousFoods
Instagram: @rebellyous
LinkedIn: Linkedin.com/company/rebellyousfoods
YouTube: YouTube.com/@rebellyousfoods
X: @RebellyousFoods

As I mentioned, this is the last in my vegan marketing profile series. Would you pay to revive this series in Substack format? Contact me!