Most food startups don’t begin with someone who grew up coding apps instead of cooking. That’s what makes Ben Pasternak stand out from the start. Before stepping into the food industry, he was already known in tech circles for building viral apps as a teenager.
When he launched SIMULATE, it wasn’t about following the usual “better-for-you food” playbook. It was about rethinking how food brands are built, marketed, and improved—almost like software. Instead of just creating plant-based nuggets, he set out to challenge how fast food works at its core.
From Teenage Hacker to Startup Founder
Ben Pasternak’s story doesn’t follow the typical founder path. He grew up in Australia, moved into the Silicon Valley ecosystem early, and quickly gained attention for building mobile apps that went viral.
While most founders spend years in corporate roles or formal education, Pasternak skipped that route entirely. He dropped out and leaned fully into startup culture, where speed, experimentation, and attention mattered more than credentials.
This early exposure shaped how he thinks about products. Instead of seeing things as fixed, he sees them as constantly evolving. That mindset would later define how SIMULATE operates.
Why Fast Food Needed Disruption
Fast food hasn’t changed much in decades. The same menus, the same processes, and often the same nutritional concerns. While there’s been innovation around convenience and delivery, the core products have stayed relatively stagnant.
At the same time, consumer behavior has been shifting. People are more aware of sustainability, health, and where their food comes from. The rise of alternative protein and plant-based eating reflects that shift.
Companies like Impossible Foods and Beyond Meat proved there’s demand. But there was still room for a brand that felt less like a food company—and more like something built for the internet generation.
That’s the gap SIMULATE stepped into.
The Birth of SIMULATE (and Why It’s Different)
SIMULATE didn’t position itself as a traditional vegan or health-focused brand. Instead, it launched with a product that looked familiar—chicken nuggets—but approached it differently.
Its flagship product, NUGGS, wasn’t marketed as a compromise or substitute. It was presented as something that could stand on its own.
The bigger difference wasn’t just the product—it was how the product evolved. Instead of releasing a single version and sticking with it, SIMULATE iterated constantly. New versions improved taste, texture, and ingredients, similar to how software updates roll out.
That approach made the brand feel alive. Customers weren’t just buying food—they were part of an ongoing product evolution.
Building a Food Brand That Feels Like a Tech Startup
One of the most interesting parts of SIMULATE is how closely it mirrors a tech company.
Products are treated like versions. Updates are announced publicly. Feedback is part of the process, not something hidden behind closed doors.
This startup mindset shows up in several ways:
- Rapid iteration instead of slow product cycles
- Direct-to-consumer focus early on
- Transparent communication with customers
- Willingness to experiment in public
This is very different from traditional food companies, which often operate with long development timelines and minimal public interaction.
SIMULATE feels like a digital-first brand, even though it sells physical products.
Breaking Fast Food Norms on Purpose
SIMULATE doesn’t just compete with fast food—it questions how fast food works altogether.
Instead of following the standard model of mass production and slow innovation, it focuses on flexibility and speed. Instead of relying heavily on legacy branding, it builds a voice that feels current and relatable.
Even the way products are launched feels different. There’s less emphasis on traditional advertising and more focus on cultural relevance.
The goal isn’t just to create a better nugget. It’s to rethink what fast food can be in a world where consumers expect more transparency, better ingredients, and brands that actually evolve.
The Role of Branding in SIMULATE’s Growth
A big part of SIMULATE’s success comes down to branding.
The company doesn’t present itself like a typical food brand. Its tone is casual, internet-aware, and often playful. It leans into meme culture and communicates in a way that resonates with younger audiences.
This makes the brand feel less corporate and more like something built by people who understand online culture.
It also helps that the product itself is simple and familiar. Nuggets don’t need much explanation—but the way they’re presented makes them feel new.
Funding, Growth, and Market Expansion
Like many startups, SIMULATE has relied on venture capital to scale. But scaling a food company comes with different challenges compared to software.
Production, distribution, and supply chains add complexity. Expanding into retail requires a different kind of strategy than growing a digital product.
Still, the company has managed to grow its presence while maintaining its identity. It hasn’t fully shifted into a traditional corporate structure, which helps preserve its original appeal.
What Makes Ben Pasternak’s Approach Work
What sets Ben Pasternak apart is how he blends different worlds together.
He brings a tech mindset into food. He treats branding as seriously as the product itself. And he’s comfortable building in public, even when things aren’t perfect.
Instead of waiting until everything is polished, he shares the process. That creates a sense of authenticity that’s hard to replicate.
His approach also reflects a broader shift in how companies are built today. Founders are no longer just operators—they’re part of the brand story.
Challenges Along the Way
Of course, not everything is smooth.
Plant-based products often face skepticism around taste and texture. There’s also intense competition in the space, with established players and new startups entering constantly.
Scaling food production is another challenge. Unlike software, you can’t fix everything instantly. Physical products take time to refine.
There’s also the balance between hype and substance. A strong brand can attract attention, but the product still needs to deliver.
The Bigger Vision Behind SIMULATE
SIMULATE isn’t just about nuggets.
The long-term vision is tied to a broader idea of rethinking food systems. That includes expanding into new product categories and continuing to improve existing ones.
It’s about creating a brand that evolves with its audience and adapts to changing expectations.
In many ways, SIMULATE represents where food is heading—more flexible, more transparent, and more connected to how people actually live and think today.
