Redefine 2.0? New-Meat Gets a Meaty Makeover

Scott Mathias
Jun 13
2 min read

Just when you thought “plant-based” had peaked, Redefine Meat has quietly dropped a second-gen bombshell across European chillers in the form of a newly engineered New-Meat range with less fat, more protein, and a squeaky clean Nutri-Score.

Without doubt this is an upgrade.

The Israeli-born, Netherlands-based tech-meat provocateurs have gone back to the lab and back to the chef’s table to deliver their next-gen Redefine Burger and Redefine Beef Mince, rolling out this week across the Netherlands, Germany and France. Look for them in Jumbo, Monoprix, Picnic, Tegut, Plus and Vomar or just follow the flexitarian with the trolley full of guilt-free beef.

Source: Redefine Meat 2.0 - Burger and Mince

So what’s changed?

First, the fat. Saturated fats have been slashed by up to 90%, bringing both burger and mince into Nutri-Score A territory - a feat not often achieved by anything remotely resembling red meat. Protein is dialled up to 14–16 grams per 100g, methylcellulose is pared back to under 2%, and the ingredient decks read cleaner than a Parisian bistro’s linen napkins.

The taste profile has been upgraded too.

Redefine’s signature flavour-forward approach now leans even more convincingly into umami depths, thanks to R&D powered by additive manufacturing (yes, 3D printing for meat), AI-enhanced iteration cycles, and full-on feedback loops from chefs, meat experts and everyday meat-munchers.

This isn’t meat nostalgia. This is meat engineering totally reimagined for a world still wanting steak on its fork, but without the livestock hangover.

CEO Eshchar Ben-Shitrit puts it plainly: “Taste is still the biggest barrier to plant-based adoption. We’ve built on our premium-quality legacy with even more meaty taste and this time, the nutrition’s coming with it.”

He’s not shying away from the UPF debate either. “While misinformation around ultra-processed foods spreads, let’s be clear, crisps and chocolate aren’t the same as high-protein, high-fibre, no-cholesterol products designed to replace beef.”

So is this next-gen New-Meat actually new?

Well, yes. It’s leaner. Tastier. Smarter. More nutritionally loaded. And, most critically, more retail accessible. This isn’t a Michelin-only experience anymore; it’s a weeknight dinner option for the health-aware carnivore and the bored vegan alike.

Whether you call it iteration, elevation, or just damn good timing, one thing’s clear: Redefine Meat is no longer just disrupting meat — it’s designing it.

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