Redefine Meat launches its ‘New-Meat’ in Italian restaurants nationwide

Redefine Meat has today announced the commercial launch of its New-Meat in Italy. The company’s New-Meat range of premium plant-based products are now available to restaurants nationwide via Redefine Meat’s strategic distribution European partner, Giraudi Meats, with a select group of launch restaurants serving New-Meat on their menus for the public from today.

Ideal for vegans, vegetarians and meat lovers alike, Redefine Meat’s diverse range of plant-based premium cuts, pulled meats and minced-based products achieve a level of taste, texture and mouthfeel comparable to high-quality animal meat – endorsed by Michelin-starred chefs across Europe, including Joe Bastianich, former Italian Masterchef judge and Michelin-star chef of several restaurants across Italy. The Italian commercial launch follows the successful pilot of New-Meat in select restaurants in key Italian cities, from everyday food establishments to steakhouses, right through to fine-dining and Michelin-star restaurants.

“When it comes to food, Italians demand the highest quality – it’s non-negotiable," commented Eshchar Ben-Shitrit, CEO & Co-Founder of Redefine Meat. "As a result, the alternative meat industry to date remains largely unpenetrated. Following the huge success of New-Meat in Italy – receiving praise from some of the finest chefs and consumer demand for our products high – we believe we have a unique proposition for the Italian market that delivers the meat-eating experience expected by meat lovers, without the compromise. With the support of our industry-leading partner, Giraudi, we have a first-class distribution channel that will enable us to rapidly expand nationwide and meet our aggressive growth targets.”

With a presence in more than 30 countries and a widescale sales, marketing and distribution network in hospitality comprising over 300 meat distributors and wholesalers, Giraudi will drive the rapid expansion of New-Meat across the Italian food service industry. As Europe’s largest importer of high-end meat, Redefine Meat’s premium-quality New-Meat provides the ideal meat alternative to complement its high-end traditional meat portfolio including the likes of Angus and Kobe beef.

“Working intimately with the Italian food services industry, we’re seeing fast growing demand for more flexitarian products to satisfy the needs of meat-lovers," added Riccardo Giraudi, CEO of Giraudi Meats. "We’ve been searching for a high-quality meat alternative to address this growing market and we believe the quality of New-Meat is in a category of its own. We’re really excited to share this innovation with our customers and expect a great response.”

In just 18 months since its commercial launch, New-Meat is now being served in thousands of food-service providers across the UK, Germany, Netherlands, France, Austria, Sweden, Finland, Monaco, Cyprus and Israel. Using a range of breakthrough technologies, ranging from material science and additive manufacturing to artificial intelligence and machine learning, 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.