Redefine Meat, a trailblazer in the plant-based meat industry, has announced a series of high-profile partnerships this Veganuary, including collaborations with online retailer Ocado and over 30 food service providers.
These initiatives aim to expand the reach of its “new-meat” offerings, which promise a meat-like experience for both vegans and omnivores without the environmental or ethical compromises associated with traditional meat. A significant element of the company’s strategy is to target younger consumers by working with schools across the UK, aiming to challenge perceptions about the taste and quality of plant-based alternatives.
Redefine Meat’s new-meat products, developed with input from meat experts and endorsed by Michelin-star chefs, are designed to replicate the sensory experience of traditional meat. The range includes minced-based products, pulled meats, and even whole-cut steaks, showcasing the versatility of plant-based proteins. The products will be widely accessible this Veganuary, as the company launches promotional campaigns in collaboration with restaurants, retailers, and educational institutions.
Among its partnerships, the London burger chain Patty & Bun is hosting a Veganuary-themed “Quitter’s Day Party” featuring gourmet burgers crafted from Redefine Meat’s plant-based patties. At the same time, Ocado is offering a 50% discount on Redefine Meat’s retail range, which includes pulled pork, bratwurst, and lamb kofta. The education sector is also embracing the company’s offerings, with schools trialing its “Brighter Burger,” a sustainable plant-based alternative boasting 94% lower carbon emissions compared to traditional beef burgers.
Redefine Meat is also working with corporate catering providers and fast-food delivery services to bring its products to a broader audience. The emphasis on product quality and variety addresses key barriers that have previously limited the adoption of plant-based meats, according to Simon Owen, Redefine Meat’s UK managing director.
Owen expressed confidence in the company’s ability to meet growing demand, citing a 97% sales growth in 2023 and an expectation that Veganuary 2024 will introduce the new-meat category to more consumers than ever. As awareness of the environmental and ethical costs of meat consumption continues to grow, campaigns like Veganuary—credited with inspiring 25 million people globally to explore veganism in January alone—are helping to solidify the plant-based movement as a mainstream choice.
Find out more at: https://www.redefinemeat.com/