Redefine Meat Fires Up the British Summer BBQ

Scott Mathias
Sep 2
1 min read

Something unusual happened on UK's Ocado this August. Redefine Meat, the Israeli alt-meat brand built on chef-grade cred, surged +248% in searches week-on-week. That’s not just a blip in a vegan niche, that’s a mainstream summer signal. The reason? It was BBQ season in the UK, and shoppers wanted burgers and koftas looking, cooking, and searing like the real thing, but without the cow.

It’s not just the weather though. Inflationary meat prices have been squeezing household budgets, while climate chatter and documentaries have been quietly priming middle-class consumers to test “what else” could hit the grill. Redefine lands perfectly in that gap: familiar formats, premium packaging, and a story of culinary parity. On Ocado, the barometer of middle-England food curiosity, that was enough to light the barbie.

There’s also the bigger context. Alt-protein brands are learning consumer adoption mirrors meat’s own calendar - BBQs in summer, roasts at Christmas, lighter formats in spring. Redefine’s spike shows plant-based no longer sits on the side shelf; it moves with the seasons, just like the meat it mimics. That shift isn’t trivial. It means alternative protein is finding cultural rhythm and that’s when a trend starts to become normal.

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