‘New-meat’ pioneer Redefine Meat announced its debut within European retail, launching a new category of chef-endorsed premium-quality plant-based goods, now marketed direct to consumer, in response to significant demand for availability for home use.
Six unique new goods are making their debuts in the UK and the Netherlands. Customers can get them now from top online retailer Ocado in the UK, the biggest supermarket in the Netherlands, Albert Heijn, and Dutch retailer Crisp, which specializes in finding local and fresh produce.
Customers can now purchase and prepare Redefine Meat’s new meat for the first time. Experts and Michelin-starred chefs like Marco Pierre-White, Ron Blaauw, Alexis Gauthier, and Robin Gill have tested and approved the meat for its similarity to the flavor and texture of premium animal meat. Up until now, new meat was exclusively offered at 4,000 food service establishments worldwide, which included chains, steakhouses, and fine-dining restaurants. However, as demand from meat eaters and vegans alike has grown, new meat is now being sold in retail settings.
The new-meat retail portfolio gives customers access to two pulled meat products and four premium-grade minced-based items, thereby addressing quality and versatility gaps in the plant-based sector. These include the company’s signature Redefine Pulled Pork and Redefine Pulled Beef, which offer the classic, melt-in-your-mouth flavor and texture of slow-cooked pulled animal meat, but cooked in minutes rather than hours. Other options include Redefine Beef Mince, Redefine Lamb Kofta Mix, Redefine Premium Burger, and Redefine Bratwurst. With a longer shelf life and much less waste, each new retail product from Redefine Meat has the same juicy taste and true meat-like texture as its popular foodservice range for chefs, but in smaller consumer-sized packs that are sold right out of the freezer. Next year, a new chilled product range using the company’s award-winning whole cut range—which includes flank—will be introduced in supermarkets.
New-meat, which is 100% plant-based, made with ingredients obtained responsibly, and free of cholesterol and genetically modified organisms, is a great option for consumers who want to cut back on their intake of animal meat. The assortment of pulled and minced meats accommodates a broad spectrum of cooking techniques, enabling customers to effortlessly transition to a plant-based substitute in any comparable animal-meat recipe they cook at home. World-class chefs, butchers, meat specialists, vegetarians, and vegans have all had a direct influence on and helped establish the retail portfolio.
“The biggest barriers to mainstream plant-based meat adoption remain product quality and versatility. With our success in food service, we believe we have the ideal mix of product quality and variety to disrupt the retail segment in a big way. Key to achieving this is having the right retail partners, such as Ocado, Albert Heijn and Crisp, who symbolize premium quality products. Together with these incredible partners, we are taking the first step in building a new-meat category in retail and make a significant difference in meat consumption by driving more consumers to high-quality, sustainable food,” according to Eshchar Ben-Shitrit, CEO and co-founder of Redefine Meat. “Over the next 12 months, we will continue to aggressively execute our go-to-market strategy to get our products directly into the hands of consumers fastest, including more products, a brand-new chilled products range and expansion into new countries.”
Find out more at: https://www.redefinemeat.com