Available in select restaurants and hotels nationwide – European availability of Redefine Meat’s ‘New Meat’ products set for Q4/21, with USA and Asia expected in 2022
Redefine Meat officially releases its first series of ‘New-Meat’ products in Israel. The company that is on a mission to deliver alternative meat products using industrial scale 3D printers, is currently targeting meat lovers through a distribution in select restaurants and hotels nationwide. The ultimate goal being to attract new chefs and consumers in this new field of the food industry.
We may expect this series of new products to reach Europe in Q4 2021, and USA & Asia in 2022.
For those who do not know, the plant-based range consists of a premium 170-gram (6 Oz.) hamburger, sausage, lamb kebab, Middle Eastern ‘cigar’, and ground beef developed for high-quality restaurants and open flame grilling.
Developed in collaboration with global meat experts using proprietary technologies, “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”, says Eshchar Ben-Shitrit, CEO and Co-Founder of Redefine Meat.
First in the new line-up is the adult size ‘Redefine Burger’, packing 170 grams of New-Meat with bulky grain sizes you would expect from a butcher and high quality steakhouse. Developed with feedback from leading chefs and butchers in Europe, it offers an extremely juicy, yet firm meaty bite – key attributes implemented within Redefine Meat’s upcoming steak products. The burger was successfully tested in an exclusive behind-the-scenes launch at Israel’s most prestigious meat restaurant, which had never served alternative meat until then.
Also available is ‘Redefine Ground Beef’, designed to provide the most versatile and easy to cook minced meat offering in the market. The ground beef has a subtle animalic flavor and adapts according to any cooking method and dish, performing particularly well on a charcoal grill. Addressing a major gap in the market, Redefine Meat ground beef achieves sufficient quality and cooking performance for chefs to use as a culinary base for a wide variety of dishes in the best restaurants in the world, as proven by the list of early adopters in the Israeli market and growing pre-order list in the US, Europe and Asia.
Further products include ‘Redefine Sausage’, offering a meaty alternative to a traditional pork sausage. Using a unique production method, the sausage has a bulky meaty bite with the coveted ‘snap’ of a casing.
‘Redefine Cigar’ is a classic treat within the middle east. With a delectable crust that cooks up flaky, and a bouquet of aromatic seasoning, this irresistible New-Meat-filled pastry is 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 products targeting this segment. Lastly, ‘Redefine Kebab’ is arguably the most meat-like product ever to be introduced in the past decade. Developed in stealth-mode for over two years, it is an extremely juicy, minced meat product designed to address the most common meat street food dish in cuisines from the middle east through 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,” says 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. 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.”
The company also revealed that it will launch its first whole cut range later this year, following pilot-testing success.
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