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And there it is, another line between “NextGen Food” and “everyday grocery” blurred beyond recognition. Israeli alt-meat innovator Redefine Meat has officially landed its bio-printed “New-Meat” range inside ASDA UK, pitching itself not as a vegan option, but as an upgrade to real meat. Seven products, from Pulled Beef and Lamb Kofta Mix to Flank Steak, are rolling into freezer chests nationwide.

Each year around this time in the UK food retailers release more plant-based vegan onto their shelves. This Veganuary has been no exception.