Redefine Meat

Redefine Meat burger

© Redefine Meat
Products & Launches

Redefine Meat Introduces Plant-Based Burgers and Mince with 90% Less Saturated Fat

Redefine Meat has launched a new line of plant-based products aimed at improving the taste and nutritional profile of its offerings. The next-generation Redefine Burger and Redefine Beef Mince are set to hit retail shelves across the Netherlands, Germany, and France. These products feature significant improvements, including a reduction in saturated fats by up to 90% and a protein content ranging from 11 to 16 grams per 100 grams. Delivering a “meatier” experience The newly released products were developed in collaboration with chefs, meat experts, and consumers to ensure both flavor and texture meet consumer expectations for a more authentic meat experience. Extensive sensory testing, which involved both vegan and non-vegan participants, informed the final formulations of the burgers and mince. The company claims that …

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Edwin Bark, Redefine Meat EMEA - Image supplied.
Interviews

Redefine Meat: “Innovations Should be Focused on Creating New Plant-based Experiences That Will Attract Consumers New to the Category”

In a fast-evolving alt-protein landscape, consumer loyalty and consistent product quality have become critical benchmarks for success. We sat down with Edwin Bark, SVP and General Manager EMEA at Redefine Meat, to discuss the company’s strategic approach to these challenges and opportunities. Known for its high-fidelity plant-based meat alternatives, “New-Meat”, Redefine Meat is expanding across European retail and foodservice, with a focus on innovation, collaboration, and premium quality. In this conversation, Bark outlines the importance of product upgrades, the risks associated with subpar private label offerings, and how strategic partnerships across the value chain are driving progress in taste, texture, and consumer acceptance. He also sheds light on the growing impact of price parity with conventional beef, and what it will take for the plant-based …

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Redefine Meat

© Redefine Meat
Company News

Redefine Meat Celebrates Record Growth & 1000th UK Site Partnership

Amid a period of industry challenges, premium meat alternatives producer Redefine Meat is celebrating a record year. The company has seen almost 100% year-on-year UK food service sales growth, and recently secured its 1000th UK site partnership with pub retailer Greene King. The brand’s Redefine Beef Flank steak is now available at 70 flagship Greene King sites UK-wide, including pubs, restaurants, and hotels. The premium-cut plant-based product is said to be ideal for all cooking methods and reportedly generates up to 90% fewer greenhouse gas emissions than its animal-based counterpart. In total, the plant-based steak is now on the menu at 200 UK sites, with customers including Stonegate Group, Albion, Gusto, and Dirty Vegan Burgers. Meanwhile, Redefine Meat has seen year-on-year retail sales growth of …

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ProVeg - the role of whole cut plant-based meat products

© ProVeg
Meat- and Fish Alternatives

The Role of Whole-Cut Plant-Based Meat Products

It’s out with the old, and in with the new – the plant-based meat industry is undergoing a new surge in innovation. While the industry has experienced a shake-out and consolidation in brands and products in recent years, it’s also seen food-tech milestones achieved. As a result, tastier, meatier, and more in-demand products are now taking centre stage and attracting new consumers to the category. In its latest New Food Hub interview, ProVeg International sat down with Edwin Bark, Senior Vice-President of Redefine Meat. Following the Flank Steak product launch, Edwin shared thoughts on attracting meat-eaters, industry challenges, and the future of plant-based meat. “As good as the animal version” Consumer research shows that the sensory experience of plant-based meat products is vital to their …

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Redefine Meat flank steak

Redefine Meat flank steak © Redefine Meat
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 …

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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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A plant-based steak with marbled fat

Image courtesy of Planteneers
Meat- and Fish Alternatives

The Latest in Plant-Based Steaks and Why They’re So Crucial Right Now

The consumer behaviour of those (vegans and omnivores alike) who purchase plant-based products has evolved significantly from the curiosity-led impulse buys before the 2023 dip — amid an influx of new, sometimes inferior products on the market — to repeat purchases of quality, evolved products which fit into the day-to-day routine and are now tried and tested by families and cooked at home in their favourite ways. Last week, the UK’s biggest supermarket chain Tesco reported that the plant-based revolution is entering a second phase, largely driven by more consumers cooking from scratch. The retailer noted that despite the drop in sales last year, sales of meat-free ingredients and whole cuts are now increasing, with plant-based steaks and chicken breasts witnessing a 20% sales uptick …

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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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juicy marbles' plant-based whole cut loin pictured on a wooden board and being cut by a man

© Juicy Marbles
Meat- and Fish Alternatives

6 Innovators Disrupting Steak With Plants in Europe

Following our recent article on the steak alternatives available in North America, we take a look at the innovative brands disrupting steak in Europe. Not so long ago, most meat alternatives were limited to minced products such as sausages and burgers. But with technology progressing at an astonishing rate, consumers can now enjoy a range of whole-cut products, making it easier than ever to avoid meat. Here we give six examples of steak made from plants, currently available on the European market, and one more that is soon to arrive. 1. Vivera In 2018, Dutch brand Vivera became one of the first producers worldwide to launch plant-based steak. The product made its debut at UK supermarket chain Tesco, where 40,000 were sold in a single …

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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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Queen Inn Redefine steak

© The Queen Inn

Food & Beverage

Welsh Pub Becomes “World’s First” Vegan Steakhouse

This time last year, The Queen Inn pub in South Wales took the chance of going fully vegan for Veganuary and the success was so incredible that the traditional family pub made the decision to become permanently vegan, much to the surprise of most of its regular clientele. To celebrate a phenomenally successful first year of being a 100% plant-based establishment, and to mark the pub’s second Veganuary; Ryan Edwards, who operates the pub with parents Jane and Gareth, came up with a groundbreaking concept which could very well be the first in the world. A Welsh world’s first? The theme for the month, and one which will continue in future depending on demand, is the World’s First Vegan Steakhouse. Since the Queen Inn was …

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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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PBWE London

Image courtesy PBWE
Fairs & Events

We Asked PBWE Europe: What Are You Most Excited About Right Now?

Plant Based World Expo Europe took place at London’s Olympia last week, hosting the most exciting names, both established and emerging, in the plant-based industry. Incredibly, the organisers have informed us that the event almost doubled in size, with a 94% increase in visitors compared to 2021. vegconomist was present at the event and took the opportunity to ask some of your favourite brands about what’s currently exciting them, at the end of this eventful year. In alphabetical order: Future Farm Future Farm is excited to have launched in the UK with food service distributor Brakes. The Brazilian alt meat producer has had a successful year across international markets, including expanded retail distribution in the US. Grupo Planta Also of Brazil, Grupo Planta operates its …

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alternative protein market company Upside Foods serves a cultivated chicken burger

© UPSIDE Foods
Market & Trends

New Report Finds “Intensified” Interest & Investment in Alternative Protein Market

GlobalData, a leading data and analytics company, has released a report that predicts the alternative protein market will likely witness more demand in the future, suggesting alt protein remains an exciting sector offering opportunities for new investments and growth. As alternatives to dairy, seafood, and meat products steadily become closer to mimicking their animal counterparts in taste, texture, and nutrition, and as their prices lower; consumer desire for these innovative products will likely increase, according to the paper.  Numerous market drivers The GlobalData’s Disruptor Intelligence Center analysis concludes that growing consumer awareness around cruelty-free products, VC interest, new business models, and novel source availability are the drivers of the global alternative proteins market. Pranjali Mujumdar, Disruptive Tech analyst at GlobalData, commented: “The emergence of alternative proteins, which …

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