Redefine Meat serves up a new range of whole-cut, plant-based meat

Kaycee Enerva

Kaycee Enerva

Israel-based food company Redefine Meat has launched a new range of whole cut plant-based meat.

Initially available within select restaurants in the UK, Israel, Germany, and the Netherlands, this also marks the first time high-end restaurants will offer plant-based whole cuts as part of their menus.

The new range includes alt-beef and alt-lamb cuts, as well as premium-quality burgers, sausages, alt-lamb kebabs, and ground beef – offering chefs the versatility to incorporate plant-based meat into their dishes.

According to the company, the plant-based whole cuts were made to mimic the meaty bite and complete muscle tissues of animal meat using proprietary and patented technology, expanding the plant-based category beyond mince or strips.

Eshchar Ben-Shitrit, CEO and co-founder of Redefine Meat, explains that the real problem is not meat but how it’s produced.

“Over the past few weeks at COP26, we’ve seen world leaders commit to landmark goals such as the elimination of all deforestation by 2030, which requires a significant reduction in global meat consumption.

“We’ve achieved a level of superiority in taste and texture that surprised even some of the most recognised chefs in the world, and our unique technological capabilities enable us to replace every part of the cow for the first time,” said Ben-Shitrit.

He added that the brand is accelerating its product rollout for global expansion – beginning with Europe, then the US and Asia – and launching within multiple distribution channels next year.

The products also received favourable reviews from high-end and Michelin-star chefs, including legendary British chef Marco Pierre White, Berlin’s celebrated head chef of FACIL Restaurant Joachim Gerner, world-renowned chef and Dutch TV personality Ron Blaaw, and Israel’s famed chef Shahaf Shabtay.

“While we’ve seen the quality of plant-based meat products increase in recent years, this by far comes the closest to animal meat. I see huge potential for these products with meat lovers,” said Gerner.

New Meat is available in Marco Pierre White’s Steak Houses (22 restaurants across the UK), Chotto Matte (London, UK), Brigadiers (London, UK), Burger Bear (London, UK), Ron Gastrobar (Amsterdam, Netherlands), Ron Gastrobar Oriental (Amsterdam, Netherlands), Ron Gastrobar Indonesia Downtown (Amsterdam, Netherlands), Ron Gastrobar Indonesia (Amstelveen, Netherlands), NENI Amsterdam (Amsterdam, Netherlands), RDM Hospitality Group’s “Coffee Bar” (Tel Aviv, Israel), RDM Hospitality Group’s “Herzl 16” (Tel Aviv, Israel), and Hotel Monteflore (Tel Aviv, Israel). The range will be available in more restaurants over the coming months.

Other companies that produce whole-cut, plant-based meat include Aleph Farms (whole-cut steak substitute) and Aqua Cultured Foods (whole-cut seafood).

Kaycee Enerva

Kaycee Enerva

A digital content manager based in the Philippines, Kaycee Enerva has written for multiple publications over several years. A graduate of Computer Science, she exchanged a career in IT to pursue her passion for writing. She's slowly practicing sustainability through period cups, and eating more plant-based food.


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