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Redefine Meat launches in Finland, partnering with MeEat to distribute New-Meat to restaurants nationwide

September 9, 2022

New-Meat pioneer, Redefine Meat, has announced its expansion into Finland, partnering with local plant-based manufacturer and distributor, MeEat, to distribute Redefine Meat's breakthrough plant-based product range to restaurants nationwide. Having been adopted by leading high-end chefs across Europe, the collaboration will provide Finnish restaurants, for the first time, access to plant-based premium cuts and minced products that achieve a level of taste and texture comparable to high-quality animal meat.

MeEat will start selling Redefine Meat's Beef Flank, Lamb Kebab and Beef Burger immediately, expanding to other products as demand grows.

"MeEat has been working in the meat industry for over 25 years, so we pride ourselves in knowing meat inside out," said Mikko Karell, CEO of MeEat. "What Redefine Meat has achieved with its new technology is incredible – a level of taste and texture that doesn't compromise on the meat-eating experience. For us, New-Meat bridges a gap in our product portfolio by enabling us to address Finland's high-end culinary scene with a premium product for the first time, which will help to further accelerate the country's transition to plant-based."

The first restaurant to serve New-Meat in Finland will be Emo, a European-cuisine restaurant in Helsinki. Available on the menu starting next week is Redefine Meat's Beef Flank steak.

"We're thrilled to be the first restaurant in Finland to offer New-Meat to consumers," added Niko Suomalainen, Executive Chef at Emo. "It is exciting to expand our plant-based menu to address a growing appetite for meat alternatives. When we were introduced to Redefine Meat's steak products, we were taken aback by the level of meat-like texture and taste. We believe that our customers will enjoy it as much as we do."

Since its commercial launch at the end of last year, New-Meat is now available in over 250 restaurants across Europe – including the UK, Germany, The Netherlands – and Israel. Using a range of breakthrough technologies, ranging from material science to additive manufacturing and artificial intelligence, all Redefine Meat products are made from non-GMO plant-based ingredients. They contain no cholesterol, and do not use any animal or animal by-products.

"To have the buy-in of all key stakeholders in the meat supply chain – from meat distributors right to down to restaurants – gives us the ideal platform to roll-out New-Meat across Finland," concluded Eshchar Ben-Shitrit, CEO & Co-Founder of Redefine Meat. "This is our blueprint for success across Europe, and we will continue to expand into new countries over the coming months."

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