Redefine Meat, a company pioneering ‘new-meat’ – plant-based products designed to mimic premium-quality animal meat – has announced expanded retail partnerships across Europe.
The company is now collaborating with major retailers in the Netherlands, France, Switzerland, and Germany.
New partnerships include Coop in Switzerland, Jumbo in the Netherlands (known for its high-quality meat offerings), Velivery (Germany’s largest online vegan retailer), and Monoprix in France.
In the UK, premium online grocer Ocado has reported a 10% increase in new customers choosing plant-based options since introducing Redefine Meat products. The Dutch retailer Crisp has seen over a third of shoppers making repeat purchases of new-meat shortly after their initial buy, addressing a common challenge in the plant-based industry. These trends validate Redefine Meat’s product quality, versatility, and strong brand presence.
To support this retail expansion and meet growing demand, Redefine Meat plans to increase production at its large-scale factory in the Netherlands. This production increase is expected to offset 210,000,000 kg of CO2 emissions.
Building on this success, Redefine Meat has now entered the direct-to-consumer market through European retail channels.
The full list of retailers now carrying Redefine Meat products includes Coop (Switzerland), Velivery (Germany), Monoprix (France), various chains in Israel (Carrefour, Hatzi Hinam, Nit. Nitzan Ha’Duvdevan, Shufersal, Vegan Supplies, Yochananoff), Albert Heijn, Crisp, and Jumbo (Netherlands), Hemköp, ICA, and Umeå Duå AB (Sweden), and Ocado (UK).
“As we continue to expand our retail presence across multiple European countries, we are strategically positioning ourselves to capture an even larger share of the meat market with our most diverse portfolio ever. Our aggressive expansion plans and the increasing demand for our premium-quality ‘new-meat’ products demonstrate how we are reshaping the future of the category and the protein transition from animal meat to new-meat,” commented Eshchar Ben-Shitrit, CEO and co-founder of Redefine Meat.
Redefine Meat initially launched in 2022, focusing on the high-end food service industry. Their products gained acclaim from meat experts and Michelin-starred chefs for successfully replicating the taste and texture of high-quality animal meat. The company’s offerings have appealed to vegans, vegetarians, and meat-eaters alike. Currently, Redefine Meat products are available in 8 countries across over 6,000 food service locations, ranging from street food vendors to fine dining establishments.
Find out more at: https://www.redefinemeat.com