Redefine Meat serves up juicier next-generation Flank Steak as plant-based whole cuts evolve

Redefine Meat has introduced the next generation of its flagship plant-based flank steak, unveiling a richer and juicier version designed to strengthen its presence in the premium alternative protein market.

• Redefine Meat has launched an upgraded version of its plant-based Redefine Flank Steak across Europe, available to foodservice providers and retailers in both chilled and frozen formats.

• The next-generation product was developed using feedback from chefs and meat experts to enhance flavor, aroma, juiciness and texture.

• The company has also introduced new single thermoform packaging that reduces plastic use by more than 60%.

The Netherlands-based company, known for developing premium whole-cut plant-based meats, reported that the upgraded Redefine Flank Steak had been created with input from chefs and meat specialists to deliver improvements in flavor, texture and overall eating experience.

The product has been made available to Redefine Meat’s existing network of foodservice providers and retailers across Europe, as well as new customers, and is offered in both chilled and frozen formats.

Redefine Meat first gained recognition for introducing plant-based whole cuts that mimic the appearance, flavor and texture of conventional meat. Its flank steak has been adopted by a number of high-end restaurants and hospitality groups, including Hilton’s Bowery Restaurant in the Netherlands, the Dutch steakhouse chain Loetje and Germany’s The ASH.

The latest version builds on that presence by improving several characteristics chefs prioritize when preparing steak alternatives.

According to the company, the upgraded flank steak delivers a deeper, beefier flavor, a richer aroma and a more satisfying texture designed to replicate the mouthfeel of traditional steak. The product has also been developed to perform across a wide range of cuisines and cooking techniques, allowing chefs to incorporate it into multiple menu formats.

Nutritionally, the plant-based steak contains 25g of protein per 100g and 4.4g of fiber per 100g. It contains 0.9g of saturated fat per 100g, which the company reported is 66% less than a typical beef steak. The product is cholesterol-free, contains no genetically modified ingredients and is produced without animal products or by-products.

Redefine Meat reported that the product was designed to appeal to a wide range of consumers, including meat eaters, vegetarians and vegans seeking to reduce their consumption of animal meat while maintaining a steak-like eating experience.

The company has also updated the product’s packaging as part of its sustainability efforts. The new flank steak is packaged in a single thermoform pack that Redefine Meat reported reduces plastic use by more than 60% compared with the previous packaging format.

Eshchar Ben-Shitrit, CEO & Co-Founder at Redefine Meat, said the company had spent several years refining the product through research, technology development and chef collaboration. “As the pioneers of the plant-based steak category, we are proud to introduce the next-generation of our widely acclaimed Flank Steak: a product we believe will be the next category-defining primary protein source for consumers,” Ben-Shitrit said.

“Leveraging years of R&D, cutting-edge technology and market feedback, we have been continually optimising our ingredients, recipes and production processes to get even closer to the panacea of what meat eaters expect. Given the overwhelmingly positive feedback we’ve received thus far from our chef and retail partners, we believe we have a truly differentiated product that will bring more chefs and consumers to the New-Meat era.”

Redefine Meat’s plant-based steaks have previously received recognition through several industry awards. The Redefine Flank Steak received a five-star rating at the Guild of Fine Food Great Taste Awards in 2025 and has also received the Horecava Awards, PETA’s Vegan Food Awards and the Casual Dining Award.

Restaurant operators that have worked with the product reported that it has helped them introduce plant-based menu options while maintaining the standards expected in steakhouse-style dining.

Steven Sarwar, CEO of The ASH Group, said the company had served Redefine Meat’s flank steak across its restaurant chain for several years. "We are constantly on the lookout for products and partners that meet our highest quality standards and complement our portfolio in a meaningful way. Redefine Meat's flank steak, which has been served in all our The ASH restaurants for four years, fits perfectly into this category. We are therefore delighted to be one of the first restaurant brands to serve our guests the new Redefine Flank, with an even juicier taste, meatier texture and improved recipe."

Redefine Meat has focused strongly on the foodservice sector as a route to introduce its plant-based whole cuts to consumers through restaurant menus before expanding further into retail channels.

The company refers to its products as 'new-meat', describing them as premium plant-based alternatives designed to replicate the sensory experience of traditional meat while offering nutritional and environmental benefits.

With the release of the upgraded flank steak, Redefine Meat has continued to expand its range of whole-cut plant-based products while strengthening relationships with chefs, restaurant groups and retail partners across Europe.