Redefine Meat, creators of New-Meat, announced the commercial launch of its product in Italy. The company’s New-Meat range of premium plant-based products are now available to restaurants nationwide via Redefine Meat’s strategic distribution European partner, Giraudi Meats, with a select group of launch restaurants serving New-Meat on their menus.
Suitable for vegans, vegetarians, and meat lovers alike, Redefine Meat’s diverse range of plant-based premium cuts, pulled meats and minced-based products achieve a level of taste, texture and mouthfeel comparable to high-quality animal meat – endorsed by Michelin-starred chefs across Europe, including Joe Bastianich, former Italian Masterchef judge and Michelin-star chef of several restaurants across Italy. 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.
With a presence in over 30 countries and an industry-leading sales, marketing and distribution network in hospitality comprising over 300 meat distributors and wholesalers, Giraudi will drive the rapid expansion of New-Meat across the Italian food service industry. As Europe’s largest importer of high-end meat, Redefine Meat’s premium-quality New-Meat provides the ideal meat alternative to complement its high-end traditional meat portfolio including the likes of Angus and Kobe beef.
“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,” according to Eshchar Ben-Shitrit, CEO and co-founder of Redefine Meat.
Find out more at: https://www.redefinemeat.com/