Plant-based Redefine Flank Steak has been introduced to the European retail sector following its rollout in foodservice markets in more than nine countries. The product is now available for purchase in the United Kingdom 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 on the distribution list.
Endorsed by high-end chefs for its rich taste, fibrous texture and meaty appearance, the juicy Redefine Flank Steak is ideal for grilling, pan-frying, oven cooking and air frying. This lean and versatile faux meat product can be easily incorporated into any cuisine.
The creation of many years of R&D, Redefine Flank Steak is produced at scale using a patented additive manufacturing process at the company’s factory in the Netherlands. The product is made from premium plant-based non-GMO ingredients and features natural flavors, serving up an impressive 25 grams of protein per steak with a Nutri-Score rating of “A.”
“We’ve expanded our Redefine Meat offering to Ocado customers by launching the first premium-quality plant-based steak in the Ocado range,” said Zee Ahmad, senior buyer for frozen products at Ocado. “We’ve been pleased with the performance since the launch in late 2023 and are really happy with the glowing shopper reviews.”
Eshchar Ben-Shitrit, chief executive officer of Rehovot, Israel-headquartered Redefine Meat, stated: “When we founded the business 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. 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 labor directly to consumers through our retail partners.”
