Redefine Meat

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

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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

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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

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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

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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

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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

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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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Pulled Meat

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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

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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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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

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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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Marco Pierre White

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Printed Technology

Celebrity Chef Marco Pierre White Adds 3D Printed Lamb and Beef to Spring Menus Across UK

Michelin chef Marco Pierre White, the restaurateur and TV personality often referred to as “the first celebrity chef”, continues his collaboration with Redefine Meat, adding 3D printed lamb and beef to his menus across the UK. Redefine Meat‘s 3d Printed steaks first launched into White’s Steakhouse Bar and Grill in Plymouth, UK, in February of this year. The chef has now chosen to incorporate the New-Meat™ range, including Redefine Flank (Lamb and Beef), into MPW restaurants — best known for their premium animal-based meat dishes — throughout the UK, appearing on breakfast TV this Monday morning to promote the interesting news. The Spring Set Menu at MPW restaurants listed below will include a Redefine Ragu alla Bolognese and a Redefine Mr. Lamb’s Shepherd’s Pie, while …

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REDEFINE_MEAT Selfridges

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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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3D Printed Vegan Steaks Redefine Meat

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Printed Technology

Marco Pierre White’s UK Steakhouse Launches 3D Printed Vegan Steaks

Famous chef Marco Pierre White is now offering 3D printed vegan steaks at his Steakhouse Bar and Grill in Plymouth, UK. The steaks are made by Israeli company Redefine Meat. White told BusinessLive that a growing number of his guests at the restaurant now follow a plant-based diet, and the new launch is a response to changing customer demands. The recipe for Redefine’s steaks is still a secret, but they are believed to contain a blend of soy, pea protein, coconut fat, chickpeas, and beetroot. 3D printed meat Redefine Meat argues that 3D printing is able to replicate the complex muscle structure of meat in a way that other production methods can’t match. The company’s products have convinced renowned chefs such as White, Ron Blaauw, …

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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

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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

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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.

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