Redefine Meat to roll out New-Meat line of plant-based offerings in Europe, US & Asia

27 Jul 2021 --- Redefine Meat is on track for a commercial launch of its New-Meat plant-based products in its home market of Israel. In Q4 of this year, the company will roll out its product range to Europe, with US and Asia launches expected to follow in 2022.

Available first in select restaurants and hotels in Israel, the meatless range consists of a premium 170 g hamburger, sausage, lamb kebab, Middle Eastern “cigar” and a ground beef alternative developed for high-quality restaurants and open flame grilling.

Moreover, Redefine Meat will also launch its first whole cut range later this year, following pilot-testing success.

“Israel is a country that loves its meat, so it’s the perfect place first to put our New-Meat products to the test,” Eshchar Ben-Shitrit, CEO and co-founder at the company, tells FoodIngredientsFirst. “Over the past year of piloting, we’ve seen an incredible response to our meat products from both consumers and chefs, which further validates that meat lovers love meat because it tastes good and that it does not need to come from an animal.”

In order to elicit a meaningful change in meat consumption within the mainstream, product quality and variety still need to be addressed, he notes. “Our first New-Meat range is a big step forward in achieving that, giving us the platform to quickly roll out new and expanded product-lines including whole cuts – long considered the holy grail of the alt-meat industry.”

“Our regional launches will be adapted to local cultural diets and meat preferences. We must deliver restaurants the type of meat they want, but when we move into retail and direct-to-consumer, delivering tasty meat that consumers eat in their weekly diet will be critical to mass penetration.”

Redefine Meat has created a new category of high-quality meat products from plant-based ingredients.Beyond alt-meat?
According to Redefine Meat, the company offers “a level of quality and versatility not seen in the alternative meat industry to date.”

Redefine Meat products have the texture, flavor and appearance of real meat and are produced in the volume and cost required for large-scale commercial markets.

“Launching our first product portfolio represents a big step in our mission to become the world’s largest meat company. It also accelerates our ability to bring to market our further innovation later this year,” says Ben-Shitrit.

Each product in the range and the ones to follow are born from the company’s understanding of meat at the molecular level, extensive R&D and technological innovation, which combined provides Redefine Meat “the ability to create any meat product that exists today.”

“This has been critical to achieving a superiority in taste that honestly, we did not even expect, and the technological versatility to do what no other has done – replace every part of the cow with tasty plant-based meat,” remarks Ben-Shitrit.

Targeting meat-lovers
First in the new line-up is the Redefine Burger, packing 170 g of New-Meat with bulky grain sizes similar to meats sourced from butchers and served in steakhouses. 

Developed with feedback from leading chefs and butchers in Europe, it offers a juicy yet firm, meaty bite – key attributes implemented within Redefine Meat’s upcoming steak products. 

The burger was tested at one of Israel’s most prestigious meat restaurants, which had never served alternative meat until then. 

Also available is Redefine Ground Beef, designed to provide the most versatile and easy to cook minced meat offering in the market. 

According to the company, the ground beef has a “subtle animalic flavor” and adapts to any cooking method and dish, performing particularly well on a charcoal grill. Redefine Meat says it offers “a level of quality and versatility not seen in the alternative meat industry to date.”

Addressing a significant gap in the market, Redefine Meat ground beef achieves sufficient quality and cooking performance for chefs to use as a culinary base for a wide variety of dishes. The company has observed significant early demand in the Israeli market and a growing pre-order list in the US, Europe and Asia.

Alt-sausages on the grill
Other products include Redefine Sausage, which offers a meaty alternative to traditional pork sausage. The sausage has a bulky meaty bite with an authentic “snap” of a casing. 

Redefine Cigar is a classic treat within the Middle East. It has a crust that cooks up flaky and a bouquet of aromatic seasonings. 

The product was designed with the hospitality industry in mind, allowing for simple cooking in ultra-large quantities, and is the first in a range of products targeting this segment. 

Lastly, Redefine Kebab was developed “in stealth mode” for over two years. It is described as a juicy, minced meat product designed to mimic the most common meat street food dish popular among cuisines spanning from the Middle East to India.

“In 2018, we started with a vision to replace the entire cow with tasty meat alternatives that meat lovers around the world would embrace,” continues Ben-Shitrit. 

“With the backing of strong investors and strategic partners, and the incredible global interest we continue to receive, the progress we have made has been phenomenal, and we’re only just getting started.”

Redefine Meat recently scored US$29 million in funding, the highest ever series A round for an alternative meat company at the time. 

Redefine Meat will launch its first whole cut range later this year, following pilot-testing success.Ben-Shitrit also declared 2021 a “historic year for alt-meat.”

Last July, Givaudan and Redefine Meat revealed a partnership. The move was touted as the latest step in accelerating its reach in plant proteins.

Prior to this, Redefine Meat unveiled the world’s first Alt-Steak products using industrial digital manufacturing of plant-based ingredients.

The company is also currently finalizing a first-of-its-kind large-scale factory housing both meat pilot lines and Redefine Meat’s industrial-scale 3D Printers, producing New-Meat at scale to the Israeli market and beyond. 

By Elizabeth Green and Benjamin Ferrer