The stimulus for this inquiry came from Simulate, a newish “bioengineered food” company with a brutally honest name and slightly unsettling packaging.
Simulate chicken-flavored modified-wheat-protein Nuggs. I can’t explain why one package says “chicken” and the other doesn’t, or why the chicken looks so skeptical. Is this an example of suicide food? Or just a normal poultry gaze?
The Simulate company was founded in 2018 by a 19-year-old “serial tech entrepreneur,” Ben Pasternak; it’s based in New York and maintains a tech-y affect in its marketing. (Its slogan is “Upgrading the World to a Positive Food System”; the package instructions include “Pull Tab to Install”; the website includes a “changelog” of product updates, with version numbers.) The company filed for trademark protection for “Simulate” and “Simulate Nuggs” in 2021. The latter filing stipulates: “NO CLAIM IS MADE TO THE EXCLUSIVE RIGHT TO USE ‘NUGGS’ APART FROM THE MARK AS SHOWN.”
So what is this thing called “nuggs,” anyway?
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