Redefine Meat, the pioneer of ‘new-meat’ – an emerging category of premium-quality meat crafted from plants – has recently announced the launch of its award-winning Redefine Flank Steak in European retail. This move follows the success of Redefine Flank within food service outlets, in more than nine countries amid widespread acceptance from meat-lovers, flexitarians, vegetarians, and vegans alike.
Thanks to a close collaboration with market-leading retailers, the Redefine Flank Steak is now on shelves for purchase in the UK 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 also set to adopt it.
Endorsed by high-end chefs for its rich taste, fibrous texture and meaty appearance, the Redefine Flank Steak is a juicy, beefy cut ideal for grilling, pan-frying, oven cooking and air frying. This lean and versatile new-meat product can be easily incorporated into any cuisine, seamlessly replacing animal meat. The launch expands the versatility of the new-meat category even further, complementing Redefine Meat’s existing retail range of pulled meats and minced products.
The creation of many years of R&D, the Redefine Flank Steak is produced at scale using a patented additive manufacturing process at the company’s state-of-the-art factory in the Netherlands. The Redefine Flank Steak is made from premium plant-based non-GMO ingredients and natural flavours, delivering an impressive 25 grams of protein per steak with a Nutri-Score rating of ‘A’. Addressing the increasing consumer preference for sustainable and ethical food options, the Steak emits 90% fewer greenhouse gas emissions compared to traditional animal-based steaks.
“We’ve expanded our Redefine Meat offering to Ocado customers by launching the first premium-quality plant-based steak in the Ocado range. We’ve been pleased with the performance since the launch in late 2023 and are really happy with the glowing shopper reviews. We hope they’ll enjoy the new Redefine Flank Steak just as much and look forward to seeing sales grow through the summer.”
Zee Ahmad, Senior Buyer – Frozen, Ocado
“When we founded Redefine Meat 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. Today marks a historic milestone in that journey, expanding the fast-growing new-meat category to give consumers direct access to chef-quality steaks. 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 labour directly to consumers through our best-in-class retail partners.”
Eshchar Ben-Shitrit, CEO and Co-Founder, Redefine Meat
Redefine Meat™ pioneers plant-based meat innovation, crafting products that replicate the taste, texture, and aroma of traditional meat without compromise. Based in the Netherlands, their portfolio includes minced meat and premium cuts, favored by top chefs across Europe. They partner with Klimato to promote sustainable dining choices and expand availability across major European markets.