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).

“We have aroused great interest in the gastronomy scene with our sustainable, delicious meat alternatives”

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, explained last year that the chain was offering Redefine Meat products due to the growing demand for high-quality plant-based foods among flexitarians, vegetarians, and vegans.

Redefine Meat German retail launch
© Redefine Meat

Premium plant-based products

Redefine Meat says it has received extensive positive feedback from chefs and customers across Europe, with many commenting on the quality and texture of the meat alternatives. In 2023, the company told vegconomist that New Meat had proven to be “a hero item on menus, appealing to both meat lovers and vegans”.

In February of this year, Redefine Meat published a white paper introducing its novel Plant-Based Tissue Engineering (PBTE) process, which is said to replicate “the mechanical integrity, texture, and sensory attributes of traditional meat”. The paper explains how plant-based whole cuts can be created by reconstructing the fundamental components of meat — muscle, fat, and connective tissue.

“We have aroused great interest in the gastronomy scene with our sustainable, delicious meat alternatives, and have filled a gap there,” said Ulrich Strünck, Commercial Director DACH at Redefine Meat. “Our extensive portfolio for retail is now the answer to the growing demand for a plant-based premium product that offers the quality and taste that has been missing from the consumer market so far. Now German consumers can finally cook a wide range of New Meat dishes at home and achieve restaurant quality.”

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