- Launching for use at home for the first time, the Redefine
Flank Steak is now available for consumers via leading
retailers Ocado in the UK, and Coop in Switzerland, with the Netherlands to follow soon through Jumbo,
Albert Heijn and Crisp.
- Endorsed by leading chefs, meat experts and butchers for
its fibrous texture, meaty flavour and culinary
versatility, the award-winning Redefine Beef Flank has been
featured on restaurant menus since 2022 and is the first
plant-based premium cut to be sold at scale worldwide.
LONDON, July 3, 2024
/PRNewswire/ -- Redefine Meat, the pioneer of 'new-meat' – an
emerging category of premium-quality meat made from plants – today
announces the launch of its award-winning Redefine Flank
Steak in European retail. This move follows the success of
Redefine Flank within food service outlets, in more than nine
countries amid widespread acceptance from meat-lovers,
flexitarians, vegetarians, and vegans alike.
Thanks to a close collaboration with market-leading retailers,
the Redefine Flank Steak is now available for purchase in the UK
via Ocado and in Switzerland via
Coop. This will be followed shortly in the Netherlands via Jumbo, Albert Heijn and Crisp. More countries including
Germany and Italy are also set to adopt it.
Endorsed by high-end chefs for its rich taste, fibrous texture
and meaty appearance, the Redefine Flank Steak is a juicy, beefy
cut ideal for grilling, pan-frying, oven cooking and air frying.
This lean and versatile new-meat product can be easily incorporated
into any cuisine, seamlessly replacing animal meat. The launch
expands the versatility of the new-meat category even further,
complementing Redefine Meat's existing retail range of pulled meats
and minced products.
The creation of many years of R&D, the Redefine Flank Steak
is produced at scale using a patented additive manufacturing
process at the company's state-of-the-art factory in the Netherlands. The Redefine Flank Steak is
made from premium plant-based non-GMO ingredients and natural
flavours, delivering an impressive 25 grams of protein per steak
with a Nutri-Score rating of 'A'. In response to the growing demand
for sustainable and ethical alternatives to traditional meat
products, the Redefine Flank Steak generates 90% fewer greenhouse
gas emissions compared to its animal-based equivalent.
Zee Ahmad, Senior Buyer - Frozen at Ocado comments:
"We've expanded our Redefine Meat offering to Ocado customers by
launching the first premium-quality plant-based steak in the Ocado
range. We've been pleased with the performance since the launch in
late 2023 and are really happy with the glowing shopper reviews. We
hope they'll enjoy the new Redefine Flank Steak just as much and
look forward to seeing sales grow through the summer."
Eshchar Ben-Shitrit, CEO and Co-Founder of Redefine Meat,
concludes: "When we founded Redefine Meat six years ago, we had
a bold and seemingly impossible target of launching a
premium-quality steak for mass consumers to buy and cook at home.
Today marks a historic milestone in that journey, expanding the
fast-growing new-meat category to give consumers direct access to
chef-quality steaks. Having focused much of our journey to date on
refining our products to meet the quality standards of the highest
echelons of the culinary world, we're proud to bring the fruits of
this labour directly to consumers through our best-in-class retail
partners."
About Redefine Meat
At Redefine Meat™, we love meat.
Really, really love meat.
We believe that the world deserves new-meat*, delicious
plant-based meat that is good for the environment and kind to
animals. Having studied the unique properties of animal meat and
perfected cutting-edge technologies, we've developed a wide range
of high-quality products that provide the full sensory experience
of meat, including flavour profiles, texture, and aroma, without
compromise.
Produced in the Netherlands,
our category-defining new-meat portfolio spans minced meat products
and premium cuts, which are proudly served by leading chefs at
thousands of restaurants, hotels, and other foodservice across
Europe, including in the UK,
France, Germany, Netherlands, Italy, Sweden, Austria and more.
Redefine Meat has partnered with Klimato to help their
foodservice partners and their diners to reduce their environmental
impact and reach their carbon footprint goals by making sustainable
choices.
For consumers keen to cook new-meat at home, products are
available to buy in the UK, the
Netherlands, Germany,
Switzerland and France, with further rollouts across
Europe in 2024.
For more information, please visit www.redefinemeat.com.
*Does not contain animal-based ingredients
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SOURCE Redefine Meat