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Redefine Meat Spreads Its EU Wings With A Launch Into The UK & Netherlands Veganuary

Israeli based Redefine Meat's expansion is a part of the company's ambitious drive to increase accessibility of its fully plant-based new-meat products across Europe. With over 650 restaurants joining Veganuary to serve Redefine Meat products, the company is also expanding its presence in the food service sector across 13 European countries.

Redefine Burger

Source: Redefine Meat


Redefine Meat, entered the EU market in 2022, and has overcome the challenges of product quality and variety often associated with plant-based meats. Its 'new-meat' range has garnered endorsements from renowned chefs like Marco Pierre-White, Ron Blaauw, and Alexis Gauthier for its high-quality taste and texture comparable to animal-based meats. Redefine's product lineup includes minced products, pulled meats, and whole cuts, offering premium and versatile options for consumers.


This January, Redefine Meat is debuting in retail through leading online retailers such as Ocado in the UK and Albert Heijn and Crisp in the Netherlands, marking its first foray into E-retail. Six different new-meat products are now available nationwide in these countries, widening consumer access to plant-based dishes.

Source: Redefine Meat


Ahead of Veganuary, the company entered new markets including Belgium, Ireland, Italy, Malta, Sweden, and Switzerland. Notably, in Germany, a collaboration with the Mexican restaurant chain, Enchilada introducing Beef Flank Fajita made with 'new-meat' to 28 of its restaurants nationwide. Redefine says the UK, Netherlands, Italy, France, and Sweden will also see similar collaborations, bringing new-meat to various dining establishments, from casual to fine-dining locations.


Eshchar Ben-Shitrit, CEO and Co-Founder of Redefine Meat, says the company's mission is to make plant-based diets more accessible and appealing.


"Veganuary is an excellent opportunity for consumers to experience a no-compromise, plant-based diet. Our goal is not to replace meat but to redefine it. 2023 marked a milestone year with record growth and expansion into new channels like retail," says Eshchar Ben-Shitrit.


With its innovative products, Redefine Meat continues to not only redefine meat but also shape a new cultural mindset towards plant-based diets per se.


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