Redefine Meat Enters Europe With UK, Dutch Launch

By: Trademagazin editor Date: 2023. 12. 04. 09:36

Redefine Meat has announced its entry into the European retail market, rolling out plant-based products with Ocado in the UK and Albert Heijn and Crisp in the Netherlands.

The company, which was founded in Israel in 2018, has introduced six products to these retailers, including Redefine Beef Mince, Redefine Lamb Kofta Mix, Redefine Premium Burger, Redefine Bratwurst, Redefine Pulled Pork and Redefine Pulled Beef.

Previously, the group has worked with the HoReCa and foodservice industry, supplying to restaurants in the UK, France, Germany, Austria, the Netherlands, France, Italy, and Sweden. It has also worked with chefs such as Marco Pierre-White, Ron Blaauw, Alexis Gauthier, and Robin Gill.

The company noted that it was entering the retail channel ‘due to the growing demand from vegans, vegetarians, and meat lovers alike’.

Ben-Shitrit said that the retailers that the company has chosen to partner with “symbolise premium quality products”, and that the company was looking forward to working with them to develop a “new-meat category in retail and make a significant difference in meat consumption by driving more consumers to high-quality, sustainable food.

ESM