Image: Redfine Meat/Velivery

Retail & E-Commerce

Redefine Meat Announces Launch of Extensive Retail Portfolio in Germany

Redefine Meat has announced that its plant-based New Meat range is now available to German retail consumers for the first time. The brand’s entire chilled range has launched at Germany’s largest online vegan retailer, Velivery, which also delivers to Austria. Products include lamb kofta mix, pulled beef, pulled pork, burgers, beef mince, and bratwurst. Previously, the chilled New Meat range has launched at Ocado in the UK, Monoprix in France, and two Dutch retailers (Albert Heijn online and Crisp). Redefine Meat has already seen a highly successful food service launch in the DACH region, with its products now available at over 700 restaurants, hotels, and more. These include notable names such as The Grand, The ASH, and Enchilada. Daniel Gantenberg, CEO of Enchilada Franchise AG, …

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Valentine's steak recipe

© Grubby/Redefine Meat

Company News

Grubby Partners With Redefine Meat for Premium Valentine’s Steak Recipe Kit

UK recipe kit startup Grubby has joined forces with plant-based meat company Redefine Meat to offer an exclusive Valentine’s Steak recipe. Available until March 22 as a premium option for Valentine’s Day, the dish marks the first time Redefine Meat’s plant-based beef flank has been available to home cooks in the UK. Previously, the product has only been available at top restaurants in the country. Grubby will also launch a Chimichurri steak dish made with the beef flank across March and April. Launched in 2020, Grubby claims to be the UK’s first fully plant-based recipe kit brand. The company has revenues of over £4 million, with customer spend trebling in the last year. In October, Grubby announced its first retail launch at Tesco, with three …

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a 3-d printed steak on a plate

© Redefine Meat

Printed Technology

Redefine Meat Uncovers How its Plant-Based Tissue Engineering Tech Mimics Meat in New White Paper

Redefine Meat has published a manuscript in Frontiers that reveals the technology and science behind its plant-based New Meat products. Authored by Daniel Dikovsky, Redefine Meat’s CTO, the paper introduces the company’s novel Plant-Based Tissue Engineering (PBTE) approach to demonstrate how it effectively replicates “the mechanical integrity, texture, and sensory attributes of traditional meat.” According to Dikovsky, meat is among the most challenging foods to replicate, as it encompasses a complex matrix of muscle fibers, fat, and connective tissues that contribute to its unique taste, texture, and overall sensory experience. The manuscript showcases how manipulating plant-based materials at the microstructural level can create complex, multi-component systems that closely resemble meat. According to the author, this approach aligns with Soft Matter principles, which focus on manipulating structures …

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Redefine Flank PLANTSTEAK

Redefine Flank steak, image supplied

Retail & E-Commerce

Redefine Meat Launches at Ocado UK, Plans 2024 Retail Rollout of 3D Printed Flank

UK consumers can now purchase “new-meat” products made by Redefine Meat. The expansion marks the beginning of a larger retail rollout and the products are set to arrive in brick-and-mortar in 2024; this is “the first step in building a mass new-meat category in European retail with supermarkets to follow next year,” says the company. Six products launched on Ocado yesterday: Redefine Pulled Beef and Pork, Redefine Lamb Kofta Mix, Redefine Premium Burgers, Redefine Beef Mince, and Redefine Bratwurst. The minced and pulled products are produced using “traditional meat production processes and ingredients that have been optimised by its R&D team, through the combination of materials science and meat science at a technology level,” explains a spokesperson, while the company’s whole cuts are produced using …

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Redefine Flank PLANTSTEAK

Redefine Flank steak, image supplied

Company News

Redefine Meat Arrives in Switzerland as Swiss Plant-Based Market Gains Traction

Israel’s Redefine Meat this week announced its commercial launch in Switzerland, marking the 13th country to offer its New Meat products. The announcement comes just a week after MACH Consumer, the largest continuous consumer media study in Switzerland, found that 21% of the Swiss population (notably, mostly meat-eating individuals) consumes plant-based products at least once per week. The company’s foodservice range is now available to operators across Switzerland through its exclusive distributor, Fredag AG, starting with Redefine Beef Flank, Redefine Beef Mince, and Redefine Premium Burger products. From next spring, Redefine Lamb Kabab Mix and Redefine Pulled will be added to the Swiss range. Additionally, the plant-based butchery Butch Bunny is now offering the company’s New Meat in its Geneva shop. Fabian Eggli, Head of …

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Ayala Meidan Rimoni of Redefine Meat

Ayala Meidan Rimoni. © Redefine Meat

Interviews

Redefine Meat: “Our New-Meat is a ‘Hero Item’ on Menus, Appealing to Meat Lovers and Vegans”

Israel’s Redefine Meat is known for its unique “new-meat” technology, said to be able to replicate any cut of meat in plant-based form. Since the meat alternatives launched commercially in 2021, they have received extensive praise — including from Michelin-star chefs — with the company raising a huge $135 million to expand globally. Redefine Meat has gone on to partner with Europe’s largest meat importer, Giraudi Meats, allowing for an expansion across multiple countries. The brand is now available at numerous restaurants Europe-wide, adding a record 70 new food service customers during this year’s Veganuary campaign alone. In the UK, Redefine Meat has joined forces with gourmet food distributor Classic Fine Foods to make its products available at high-end restaurants across the country. Global Marketing …

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Simon Owen Head of Redefine Meat UK, image supplied

Company News

Redefine Meat Hires Simon Owen of Bacardi & Unilever as Head of UK Operations

Redefine Meat announces the appointment of FMCG leader, Simon Owen, to Head of Redefine Meat in the UK, where he will strengthen Redefine Meat’s foothold in UK foodservice and gain new regional markets and retail listings. Owen brings to the Israeli company 20 years of UK and international experience in FMCG including roles as Managing Director of Bacardi, Australia and UK Sales Director for Bacardi, and Director of EMEA for Britvic and Customer Director for Unilever. Redefine’s portfolio includes premium whole cuts, mince-based products, and pulled meat all made entirely from plant-based ingredients, with a focus on high-end dining. Owen is joining Redefine Meat to drive further UK sales growth, with its “new-meat” now served at up to 3,000 foodservice locations across Europe and Israel. …

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Tenderloin steak Redefine Meat

Tenderloin © Redefine Meat

Food Service

Redefine Meat to Be Served at All 29 Enchilada Locations in Germany & Multiple Restaurants Across Italy

Redefine Meat announces the launch of its Redefine Burger at all 29 Enchilada restaurants in Germany, as well as the commercial launch of its New-Meat at several restaurants in Italy. Daniel Gantenberg, CEO of Enchilada Franchise AG, recently ranked 4th in the ProVeg ranking of vegan-friendly restaurant chains, explains, “The demand for plant-based alternatives is growing, both among vegans and vegetarians, but also increasingly among flexitarians who are looking for high-quality plant-based alternatives without having to sacrifice the taste of meat.” The New-Meat products, created with non-GMO plant-based ingredients using “a range of breakthrough technologies, ranging from material science and additive manufacturing to artificial intelligence and machine learning”, are now available at thousands of food service providers across the UK, Germany, Netherlands, France, Austria, Sweden, …

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Redefine Meat and Classic Fine Foods collaborate

© Redefine Meat

Company News

Redefine Meat Reports Record Veganuary With 70 New Restaurant Partnerships

Redefine Meat reports a record Veganuary with over 70 new food service customers onboarded across Europe. In the 12 months following Redefine’s impressive $135 million financing round, the Israeli company has seen continued success, bolstered by its partnership with Giraudi Meats, Europe’s leading importer of high-end meat, and further expedited by this year’s Veganuary campaign. The “New Meat” products have now launched commercially across the UK, Germany, Netherlands, France, Austria and Finland, as detailed below. Netherlands New restaurant partnerships in the Netherlands include Boterlap, Koks gemert, Wildschut, Luxembourgh and Shakshuk. Redefine commercially-launched Redefine Pulled Beef, Pulled Pork, and Redefine Bratwurst within the Dutch market. Germany Across Germany, hundreds of restaurants nationwide are serving New Meat following accelerated growth during Veganuary.  Mundfein, launching its first Redefine …

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The Breakfast Club

© The Breakfast Club

Food Service

The Breakfast Club Partners With Redefine Meat & La Vie to Make London Location Meat-Free

UK cafe chain The Breakfast Club has announced that its location on London’s Berwick Street will serve a fully meatless menu in January 2023. To mark Veganuary, the chain is also launching two new vegan options in collaboration with plant-based brands La Vie and Redefine Meat. The first, called The Works, is a plant-based fry-up featuring Redefine Meat sausages, La Vie bacon, tattie scones (Scottish-style potato pancakes), homemade baked beans, scrambled tofu, mushrooms, and roasted tomatoes. The other new option, the Posh Sausage Sandwich, contains Redefine Meat sausages, Applewood’s smoky vegan cheese, and tomato chutney, all served in ciabatta bread. Both dishes will roll out at all 13 Breakfast Club locations nationwide. Additionally, the chain has developed its own vegan chorizo, made from sun-dried tomatoes, …

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Pulled Meat

© Redefine Meat

Meat- and Fish Alternatives

Redefine Meat Partners With Leading Meat Importer, Launches Vegan Pulled Meats

Israeli alt meat brand Redefine Meat has unveiled five new products, including its first ever Pulled Meat range. The news comes as Redefine announces a partnership with high-end conventional meat importer Giraudi Meats. Redefine claims the new Pulled Meat range is an entirely new plant-based category in food service, featuring alternatives to pulled beef, lamb, and pork. The products are said to be much quicker to prepare than slow-cooked animal meats, with cooking time reduced from hours to minutes. Redefine has also introduced two new plant-based premium cuts — Tenderloin and Striploin. The new cuts build on the success of Redefine’s Flank steaks, which were endorsed by Michelin chefs Europe-wide. The Tenderloin and Striploin are said to accurately replicate the texture and characteristics of beef …

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Plant-based sausage

© Redefine Meat

Products & Launches

Redefine Meat to Present New Plant-Based Bratwurst at Oktoberfest 2022

Israel’s Redefine Meat, known for its 3D-printed plant-based whole cuts, is presenting its new Redefine New-Meat™ Bratwurst at Oktoberfest 2022.  The news comes shortly after the company announced its expansion into the European pork market for the first time, following its success with its New-Meat™ beef and lamb portfolio. Significant shift Oktoberfest’s 187th edition is taking place in Munich from September 17th to October 3rd, and as we reported last week, will be offering a number of plant-based dishes in a significant shift for the traditionally meat-heavy event. The new plant-based sausage, made with Redefine’s New-Meat™ pork, is debuting at a traditional Munich Beer House called Tegernseer Tal. Julian Kinner, restaurant manager at Tegernseer Tal, says: “We’ve been selling Redefine burger products for several months …

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© Redefine Meat

Company News

Redefine Meat’s Realistic Meat Cuts Arrive in Finnish Restaurants

Redefine Meat announces a partnership with plant-based manufacturer and distributor, MeEat, to distribute Redefine Meat’s range to restaurants in Finland.  MeEat will offer Redefine Meat’s New-Meat products to Finnish chefs, beginning with the alt Beef Flank, Lamb Kebab and Beef Burger, marking the brand’s entrance into Finland after rolling out into the UK, Germany, the Netherlands and Israel. The ultra-realistic meat is now served in over 500 restaurants across Europe. The company raised $135 million this January in one of the largest financing rounds seen by an alt meat company in Israel, with the investment funding Redefine’s global expansion. The first restaurant to serve Redefine’s New Meat in Finland will be Helsinki’s Emo, where the Redefine Beef Flank steak will appear on the menu from …

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Redefine Meat and Classic Fine Foods collaborate

© Redefine Meat

Gastronomy & Food Service

Redefine Meat and Classic Fine Foods Partner to Bring “New-Meat” to High-End Restaurants

Redefine Meat and Classic Fine Foods have joined forces to bring the former’s plant-based “New-Meat” to high-end dining venues in England and Wales. The latest development from the Israeli firm closely follows the news from earlier this month that Michelin chef Marco Pierre White has expanded his collaboration with Redefine, adding 3D printed lamb and beef to his spring menus across the UK. Classic Fine Foods is a distributor specialising in gourmet foods. The company will offer Redefine’s entire range to clients, including plant-based beef and lamb flanks and three minced products (the Redefine Burger, Redefine Sausage, and Redefine Kebab). The new collaboration will allow chefs and restaurateurs at Michelin-star restaurants, hotels, and other dining venues to improve their plant-based offerings. Redefine says its meat …

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REDEFINE_MEAT Selfridges

© Redefine Meat

Gastronomy & Food Service

Selfridges Becomes World’s First Department Store to Sell “New-Meat” by Redefine Meat

Israel’s Redefine Meat announces that Selfridges London has become the world’s first department store to feature the company’s plant-based New-Meat. The news follows Redefine Meat’s $135 million fundraise earlier this year, which the company says was one of the largest financing rounds for an alt meat company in Israel.  The company’s range includes Redefine Flank (Beef and Lamb), the Redefine Burger, Redefine Sausage and Redefine Kabab, which are already available in restaurants across Israel, London, Amsterdam, and Berlin to acclaim from Michelin star chefs. New-Meat is now served at Selfridges’ Harry Gordon’s Bar & Kitchen (Lower Ground floor), served in a Spanish white bean stew, and The Brass Rail (Ground floor) where it is served in a ciabatta roll. Eshchar Ben-Shitrit, CEO, and Co-Founder of …

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© Redefine Meat

Investments & Finance

Israel’s Redefine Meat Raises $135M for Worldwide Expansion

Redefine Meat, famed for its 3D-printed plant-based whole cuts, has completed a $135 million financing round – one of the largest financing rounds seen by an alt meat company in Israel.  “Redefine Meat is working intensively to realize the vision of building a large worldwide meat company by using advanced technology and not animals” After recently launching the “world’s first” high-end plant-based whole cuts, Redefine Meat will use the fresh funds to set up production lines in both Israel and the Netherlands. The 3D-printed meat innovator will also expand its collaborations with restaurant chains around the globe. Founded in 2018, the latest round now brings Redefine Meat’s total funding raised to $180 million. Redefine’s offerings can currently be found on menus in over 200 restaurants …

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Redefine Sausage

©Redefine Meat

Printed Technology

Redefine Meat Announces Commercial Launch of its First Ever 3D Printed ‘New-Meat’ Series

3D printed alt meat leader Redefine Meat announces the commercial launch of its first-ever series of ‘New-Meat’ products in Israel, which are available today in food service locations (listed below) with a European rollout to follow in Q4 and USA and Asia expected next year. “We don’t expect you to like it, we expect your mind to be blown.” The company also revealed that following January’s pilot test – the largest-scale public blind-tasting of alt meat products to meat-eaters, which saw unprecedented success with over 90% acceptance rate – it will launch its first whole cut range later this year, with its eyes firmly set on meat-eaters. “Launching our first product portfolio represents a big step in our mission to become the world’s largest meat …

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3D Printed Vegan Steaks Redefine Meat

©Redefine Meat

Company News

Redefine Meat Announces Appointment of Alon Bar-Shany as Executive Chairman

Redefine Meat Ltd, an Israeli specialist in 3D printed alt meat, announces that Alon Bar-Shany, former VP and General Manager of HP Indigo, has joined the company as Executive Chairman with immediate effect. With 25 years of experience transforming conventional industries and scaling global technology companies, Bar-Shany will play a critical role in Redefine Meat‘s commercialisation and global expansion.