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, Finland, Monaco, Cyprus, and Israel.
Italian foodservice launch
The company’s New-Meat range of plant-based products is also now available to restaurants nationwide across Italy through its strategic distribution European partner, Giraudi Meats. A select group of restaurants in Italy will be serving New-Meat to the public from today, as follows:
- Impact Food (Rome)
- Soul Kitchen (Turin)
- Beefbar (Milan)
- Joe’s American BBQ (Milan)
- Smash Burger di Joe Bastianich (Milan & Rome)
- Restaurant Guapo (Verona)
- Ristorante Caciara (Milan)
- Pirati Deluxe (Codogno)
- Restorante Cibo (Settimo Torinese, Turin)
- Restorante Quin (Marina di Massa)
- Ristorante Linfa (Milan)
The Italian commercial launch follows the successful pilot of New-Meat in select restaurants in key Italian cities, from everyday food establishments to steakhouses, right through to fine dining and Michelin-star restaurants.
Eshchar Ben-Shitrit, CEO and Co-Founder of Redefine Meat, comments: “When it comes to food, Italians demand the highest quality – it’s non-negotiable. As a result, the alternative meat industry to date remains largely unpenetrated. Following the huge success of New-Meat in Italy – receiving praise from some of the finest chefs and consumer demand for our products high – we believe we have a unique proposition for the Italian market that delivers the meat-eating experience expected by meat lovers, without the compromise. With the support of our industry-leading partner, Giraudi, we have a first-class distribution channel that will enable us to rapidly expand nationwide and meet our aggressive growth targets.”
