3D-printed alternative meat company Redefine Meat has announced the commercial launch of five ‘New-Meat’ products in select restaurants in Israel. The much-awaited launch took place post comprehensive testing and validation with leading consumers and chefs.
The restaurants in which Redefine products will be available are popular for their high quality meat, and this will be the first time when they will be serving plant-based meat.
The range of plant-derived offerings include the “world’s first” restaurant-style burger, artisan sausage, a Middle-Eastern puff pastry cigar, ground beef and the much-anticipated Indian style lamb kebab.
Redefine Meat’s European launch is slated for the fourth quarter of 2021, with USA and Asia following soon after in 2022.
The brand had its eyes firmly set on meat-lovers and have worked extensively with global meat experts using developed technologies to create a high quality product using plant-derived ingredients only.
“Launching our first product portfolio represents a big step in our mission to become the world’s largest meat company, and accelerates our ability to bring to market our further innovation later this year,” said Eshchar Ben-Shitrit, CEO and Co-Founder of Redefine Meat.
“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 that honestly, we did not even expect, and the technological versatility to do what no other has done – replace every part of the cow with tasty plant-based meat.”
The Israel-based company’s first product in the new line-up is the adult size ‘Redefine Burger’, 170gms of New-Meat with bulky grain sizes to give a real look and feel. Other product is ‘Redefine Ground Beef’, designed to suit any cooking method and dish. The company says its ground beef has already got the support from chefs around the world, with the pre-order list growing gradually in the Europe, US and Asia.
Other products include ‘Redefine Sausage’, a meaty alternative to the pork sausage, ‘Redefine Cigar’ that comes with a delectable crust, and the last one ‘Redefine Kebab’, an innovative product that took almost two years of research to finally zero down on the perfect, closest to traditional meat-like consistency. It was created to replace the most common street food items across middle-east through to India.
Redefine Meat has made huge strides in R&D and claims to have developed a technology that could replace the whole cow.
“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,” Ben-Shitrit explained. “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. For those seeking to believe it, I encourage you to try our New Meat and taste it for yourself. We don’t expect you to like it, we expect your mind to be blown.”
Redefine Meat has secured over a US$29 million funding in Series-A round and is currently finalising the production for its large scale factory housing meat pilot line and industrial scale 3D printers which will produce New Meat for the Israeli market and beyond.
The company has tripled its strength and hired leading chefs like Shai Heiman who was previously with US-owned Michelin star Manrissa restaurant.
List of first Israeli restaurants and hotels where Redefine Meat’s New Meat product range is available:
- Asif Center
- Eddi’s Hideout
- The Lounge
- Sinta Bar
- Joz & Daniel
- Budega American Kitchen