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Redefine Meat's Flank Steak launches in retail across Europe

July 8, 2024

Redefine Meat, the pioneer of ‘new-meat’ – an emerging category of premium-quality meat made from plants – has announced the launch of its award-winning Redefine Flank Steak in European retail. This move follows the success of Redefine Flank within food-service outlets, in more than nine countries amid widespread acceptance from meat-lovers, flexitarians, vegetarians, and vegans alike.

Thanks to a close collaboration with market-leading retailers, the Redefine Flank Steak is now available for purchase in the UK via Ocado and in Switzerland via Coop. This will be followed shortly in the Netherlands via Jumbo, Albert Heijn and Crisp. More countries including Germany and Italy are also set to adopt it.

Endorsed by high-end chefs for its rich taste, fibrous texture and meaty appearance, the Redefine Flank Steak is a juicy, beefy cut ideal for grilling, pan-frying, oven cooking and air frying. This lean and versatile new-meat product can be easily incorporated into any cuisine, seamlessly replacing animal meat. The launch expands the versatility of the new-meat category even further, complementing Redefine Meat’s existing retail range of pulled meats and minced products.

The creation of many years of R&D, the Redefine Flank Steak is produced at scale using a patented additive manufacturing process at the company’s state-of-the-art factory in the Netherlands. The Redefine Flank Steak is made from premium plant-based non-GMO ingredients and natural flavors, delivering an impressive 25g of protein per steak with a Nutri-Score rating of ‘A’. In response to the growing demand for sustainable and ethical alternatives to traditional meat products, the Redefine Flank Steak generates 90% fewer greenhouse gas emissions compared to its animal-based equivalent.

"We've expanded our Redefine Meat offering to Ocado customers by launching the first premium-quality plant-based steak in the Ocado range," commented Zee Ahmad, Senior Buyer - Frozen at Ocado. "We've been pleased with the performance since the launch in late 2023 and are really happy with the glowing shopper reviews. We hope they'll enjoy the new Redefine Flank Steak just as much and look forward to seeing sales grow through the summer.”

“When we founded Redefine Meat six years ago, we had a bold and seemingly impossible target of launching a premium-quality steak for mass consumers to buy and cook at home," added Eshchar Ben-Shitrit, CEO & Co-Founder of Redefine Meat. "Today marks a historic milestone in that journey, expanding the fast-growing new-meat category to give consumers direct access to chef-quality steaks. Having focused much of our journey to date on refining our products to meet the quality standards of the highest echelons of the culinary world, we’re proud to bring the fruits of this labour directly to consumers through our best-in-class retail partners.”

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