Israeli-based Redefine Meat Lobs into ASDA’s Freezers

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.

What’s different this time? It’s the restaurant-grade texture and “uncompromising on taste” promise. Redefine VP EMEA, Simon Owen calls it “an upgrade on traditional meat,” but let’s be honest, this is the kind of corporate diplomacy that quietly says, we can do meat better than meat itself.

This ranging puts Redefine firmly into the 'brick and mortar' environment. Now, with ASDA’s scale, Redefine’s BioPrinted range is taking the big swim, positioning “New-Meat” not as an ethical niche, but as the next sensory standard for flexitarians who still want the sizzle without the slaughter.

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