Meat- and Fish Alternatives

Redefine Meat’s Hyped New-Meat Flank Steak Arrives in European Retail, Rolling Out at Leading Supermarket Chains

Redefine Meat, the creator of premium plant-based “new-meat”, has announced the launch of its much-hyped Redefine Flank Steak in European retail.

The company has formed partnerships with several market-leading retailers, and the Flank Steak will initially roll out at Coop Switzerland and online supermarket Ocado in the UK. Soon afterwards, the product will launch at Jumbo, Albert Heijn, and Crisp in the Netherlands, before eventually arriving at German and Italian retailers.

The retail launch follows the success of the Flank Steak in European food service. After launching in more than nine countries, the product has been endorsed by high-end chefs and has reportedly seen a hugely positive reception from meat-lovers and vegans alike. In October, Redefine Meat told vegconomist that its new-meat had become a “hero item” on menus after being incorporated into a huge range of dishes by thousands of food service outlets Europe-wide.

© Redefine Meat

“Historic milestone”

Redefine Flank Steak is produced using a patented additive manufacturing process at the company’s facility in the Netherlands. It provides 25g of protein per steak and has a Nutriscore of A, the highest possible. According to Redefine Meat, the product can seamlessly replace conventional meat in all cuisines, and is suitable for grilling, pan-frying, oven cooking, and air frying.

The new launch comes just weeks after the company announced that its chilled product range — including lamb kofta mix, pulled beef, pulled pork, burgers, beef mince, and bratwurst — was rolling out at German online vegan retailer Velivery. The same products launched at Ocado in the UK last November.

In February, Redefine Meat published a white paper introducing the novel Plant-Based Tissue Engineering (PBTE) technology used to produce its plant-based meat, which is said to replicate the “mechanical integrity, texture, and sensory attributes of traditional meat”.

“When we founded Redefine Meat six years ago, we had a bold and seemingly impossible target of launching a premium-quality steak for mass consumers to buy and cook at home,” said Eshchar Ben-Shitrit, CEO and co-founder of Redefine Meat. “Today marks a historic milestone in that journey, expanding the fast-growing new-meat category to give consumers direct access to chef-quality steaks. Having focused much of our journey to date on refining our products to meet the quality standards of the highest echelons of the culinary world, we’re proud to bring the fruits of this labour directly to consumers through our best-in-class retail partners.”

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