Redefine Meat, the Tel Aviv-based maker of alternative meats, has launched its first ever series of “New-Meat” products in Israel. Now available in a number of select restaurants and hotels including Eddi’s Hideout, Budega American Kitchen and Asif Center, the plant-based range consists of a 170-gram faux hamburger, sausage, lamb kebab, Middle Eastern “cigar” and ground beef offerings developed especially for high-quality eateries and open flame grilling.
In the fourth quarter of this year Redefine Meat aims to extend rollout of the range to Europe, with the USA and Asia next on the list for distribution in 2022. The company also revealed that it will debut its first whole-cut assortment later this year, following conclusion pilot testing.
With its eyes focused on meat lovers, Redefine Meat has worked closely with global meat experts and developed proprietary technologies to create a new category of products made from plant-based ingredients.
“Launching our first product portfolio represents a big step in our mission, and accelerates our ability to bring to market our further innovation later this year,” said Eshchar Ben-Shitrit, chief executive officer and co-founder. “Each product in the range and the ones to follow are born from our understanding of meat at the molecular level, extensive R&D and technological innovation, which combined provides us the ability to create any meat product that exists today. This has been critical to achieving a superiority in taste, and the technological versatility to do what no other has done – replace every part of the cow with tasty plant-based meat.”
First in the new lineup is the adult size Redefine Burger, packing 170 grams of New-Meat with bulky grain sizes. Developed with feedback from leading chefs and butchers in Europe, it offers a juicy, yet firm meat-like bite. The product was successfully tested in an exclusive behind-the-scenes launch at a prestigious meat specialty restaurant in Israel that had never served alternative meat until then.
Also available is Redefine Ground Beef, formulated to provide the “most versatile and easy-to-cook minced meat offering in the market,” according to Ben-Shitrit. The product has a subtle animalic flavor and adapts various cooking methods and dish requirements, performing particularly well on a charcoal grill.
Addressing a major gap in the market, the faux ground beef achieves sufficient quality and cooking performance for chefs to use as a culinary base for a wide variety of dishes, as proven by the list of early adopters in the Israeli market and growing pre-order list in other countries.
Additional products include Redefine Sausage, offering an alternative to a traditional pork sausage. The product has a bulky meat-like bite with the coveted “snap” of a casing.
Redefine Cigar is a classic treat within the Middle Eastern region. With a delectable crust that cooks up flaky, and a bouquet of aromatic seasoning, this New-Meat filled pastry is promoted as “the quintessential hors d’oeuvres.” The product was designed with the hospitality industry in mind, allowing for simple cooking in ultra-large quantities, and is the first in a range of items targeting this segment.
Lastly, Redefine Kebab was developed in secret for over two years. The result is an extremely juicy, minced faux meat product made to appeal to consumers of the most common street food meat dish in cuisines popular from the Middle East to India.
“In 2018, my co-founder and I started with a vision to replace the entire cow with tasty meat alternatives that would be embraced by meat lovers around the world,” said Ben-Shitrit. “With the backing of such strong investors and strategic partners, and the incredible global interest we continue to receive, the progress we have made has been phenomenal and we’re only just getting started.”
Redefine Meat recently secured $29 million in funding, the highest ever Series A round for an alternative meat company at that time. It is also currently finalizing production of a large-scale factory housing both pilot lines and Redefine Meat’s industrial-scale 3D Printers, which will produce New-Meat at scale to serve markets in Israel and beyond.
