Redefine Meat brings award-winning plant-based flank steak to chilled aisles across Europe

Redefine Meat has broadened its European retail footprint with the launch of its plant-based flank steak in the chilled segment, marking the first time the product will be available in supermarket refrigerators. The move builds on the success of its frozen version in retail and its strong uptake in foodservice, while also answering rising consumer demand for high-quality meat alternatives in both frozen and chilled formats.

The product has already earned critical acclaim, most recently receiving a Great Taste Award from the UK’s Guild of Fine Food. Designed to replicate the flavor, juiciness, and texture of traditional steak, the chilled Redefine Flank Steak is made entirely from non-GMO plant-based ingredients and natural flavors. It provides 26 grams of protein per serving, is high in fiber, and has significantly less saturated fat compared to beef.

According to the company, choosing the plant-based steak instead of a conventional beef equivalent cuts greenhouse gas emissions by about 91%. That sustainability claim underpins Redefine Meat’s wider goal of reshaping how consumers experience protein while reducing the environmental impact of meat production.

“Our very first innovation – the category-first plant-based steak – meant we launched the new-meat market with a fear, bringing something genuinely disruptive to the world,” says Eshchar Ben-Shitrit, CEO & Co-founder of Redefine Meat. “After the success of the frozen version across Europe, we’ve now developed a chilled product to broaden the category and meet shopper demand across all aisles – whether they prefer the convenience of chilled or the longer shelf life of frozen.”

The chilled flank steak is versatile in the kitchen, suitable for grilling, pan-frying, or air frying, and is intended to appeal not just to vegans but also to meat-eaters looking for sustainable, protein-rich alternatives. With its Nutri-Score A rating, the product is positioned as a nutritious choice that does not compromise on taste.

Coinciding with the launch, Redefine Meat is expanding distribution into two additional Dutch retailers, Hoogvliet and Dekarmarkt. These join existing partners such as Jumbo in the Netherlands, Coop in Switzerland, and Tegut in Germany, where the company’s products are already available. A broader rollout across Europe is planned for the coming months, reinforcing Redefine Meat’s ambition to make its portfolio visible in as many retail channels as possible.

The company refers to its offering as “new-meat,” a category that spans chilled and frozen products including mince, pulled formats, and premium cuts. This positioning is intended to set Redefine Meat apart from more conventional plant-based offerings by emphasizing both the quality of its cuts and their appeal to chefs.

The chilled flank steak adds to a growing list of industry accolades for the company’s products. Previous honors include the Horecava Awards, PETA’s Vegan Food Awards, and the Casual Dining Award, alongside multiple recognitions from the Guild of Fine Food’s Great Taste Awards. Other products in the range, such as the Redefine Burger, Lamb Kofta Mix, and Pulled Beef, have also been recognized for taste and innovation.

For Redefine Meat, the chilled launch represents not just a product extension but a strategic step toward meeting consumer expectations in multiple segments of the grocery store. By offering both frozen and chilled versions of its flagship steak, the company hopes to capture different buying habits while normalizing plant-based options alongside animal protein in the mainstream shopping experience.

The chilled flank steak is now hitting shelves in select markets, with Redefine Meat signaling that additional European supermarkets will be added soon. As retailers continue to broaden their plant-based selections, the company is betting that its chef-approved credentials, nutritional profile, and sustainability credentials will give it an edge.