Redefine Meat unveils new plant-based line with major nutrition boost

Redefine Meat has launched a new generation of its plant-based meat alternatives, promising consumers a richer taste experience and improved nutritional credentials. The latest versions of the company’s Redefine Burger and Redefine Beef Mince are now rolling out to major retailers in the Netherlands, Germany, and France.

The updated range reflects Redefine Meat’s continued push to close the gap between conventional meat and its plant-based alternatives, with a focus on both sensory experience and health. The company, which has previously won praise from Michelin-star chefs for its premium offerings, said its new products now qualify for the top Nutri-Score rating of A.

Eshchar Ben-Shitrit, Redefine Meat’s CEO & Co-founder, said the company’s development strategy remains firmly centered on flavor. “Our unique taste-first approach is at the heart of all product development, understanding that taste continues to be the biggest barrier to repeat buying for many flexitarians and meat lovers,” he said. “While many other plant-based products continue to fall short in this area, our next-generation products build upon our premium-quality legacy to deliver an even meatier taste approved by our chef partners and rigorous consumer testing.”

According to the company, the new versions of its burger and mince products feature an 80-90% reduction in saturated fats, while offering between 14-16g of protein per 100g, depending on the product. Methylcellulose levels have also been reduced to under 2%. These improvements align the products with the company’s existing line of beef flank, pulled pork, and pulled beef alternatives, all of which meet Redefine Meat’s updated nutritional benchmarks.

Ben-Shitrit also emphasized the importance of nutritional transparency, especially as concerns about ultra-processed foods (UPFs) gain traction. “We recognize that nutrition is playing an increasingly important role in consumer buying habits,” he said. “With our next-generation products we’re now able to offer the premium-quality taste our customers enjoy, while delivering the nutritional values sought after by health-conscious audiences. While misinformation around UPFs continues to spread, it’s important to understand the difference between good and bad UPFs. It's clear that crisps or chocolate bars are not the same as our products, which deliver high levels of protein, vitamins and fibre, without cholesterol.”

The development of the new range involved collaboration with chefs, meat experts, and consumers through a detailed sensory testing process. The goal was to further refine the texture and taste to more closely match that of traditional meat. Redefine Meat said its use of proprietary technologies – including patented additive manufacturing, AI and machine learning – enables it to accelerate product development and bring innovations to market faster than conventional methods.

The new chilled products are available from today at several major retailers: Jumbo, Picnic, Plus and Vomar in the Netherlands; Tegut in Germany; and Monoprix in France.