Redefine Meat, the Israeli company that created Alt-Steak, an alternative to traditional meat, announced the launch of five New-Meat products in select Israeli restaurants and hotels across the country. The range of (non) meat products has been joined by burgers, sausage, rolls, alternative ground beef and Lamb Kebab, which are available in premium restaurants. In the fourth quarter of 2021, the products are to be delivered to good restaurants throughout Europe, and soon, in 2022, also to the USA and Asia. The company plans to introduce more products later this year, providing meat lovers and chefs with a meat substitute made from plant products.
On July 27, 2021, the commercial launch of the New-Meat product line from leading innovator Redefine Meat took place in Israel. After a series of tests and validations, the alternative meat is ready to be on the tables of the best Israeli restaurants and hotels. The manufacturer now offers five different plant-based alternatives to animal products, including 170g burgers, sausages, lamb kebab, Middle Eastern rolls, and ground beef. These foods have been developed with high-class restaurants and open-fire grilling in mind.
The company plans to expand the scope of its activities to the whole of Europe later this year. In 2022, it announces the launch of its products in the USA and Asia. Redefine Meat intends to introduce more Alt-Meat products by the end of 2021, right after the necessary pilot tests have been carried out. Contrary to appearances, the alternative meat of the Israeli innovator is aimed not only at vegetarians and vegans, but above all for meat lovers. Redefine Meat worked closely with world experts in the field of meat products and developed its own technologies to produce high-quality meat products from ingredients of plant origin.
Now, a vegetarian and vegan diet does not force you to give up the taste of meat. Alt-Meat products taste like high-quality meat products, made of vegetable ingredients. This approach goes beyond the existing substitutes for such products, attracting the attention of chefs and consumers. The “New-Meat” line is the taste and texture of real meat enclosed in plant products.
According to Eshchar Ben-Shitrit, CEO and co-founder of Redefine Meat, each product in the range is derived from an understanding of meat at the molecular level, through extensive research and development and technological innovation. It was crucial to achieve taste superiority and technological versatility to do what no one else has done – replace every part of the cow with tasty vegetable meat.
The first Alt-Meat product in the new line is the “Redefine Burger”, 170 grams of New-Meat with the consistency you would expect from a butcher and a high-quality steakhouse. Developed on the basis of the opinions of leading chefs and butchers in Europe, it is a juicy, firm meat made of vegetable ingredients. The burger was tested in a prestigious Israeli meat restaurant that had never served similar dishes before.
Redefine Ground Beef imitates ground beef, which is easy to prepare and can become the staple of many dishes. It has a delicate flavor and can be subjected to any type of heat treatment. Other products include “Redefine Sausage”, an alternative to traditional pork sausage, and “Redefine Cigar” – a Middle Eastern dish. It is a meat in batter prepared with aromatic spices and is a very popular side dish. The product has been designed with the hospitality industry in mind, allowing for quick and easy cooking in very large quantities and is the first in a range of products targeted at this segment. Redefine Kebab is an extremely juicy, minced meat product, designed to be the most common street meat dish in Middle Eastern to India kitchens.
An indicator of the Israeli company’s success is the growing list of pre-orders in Israel, but also in the US, Europe and Asia. As a result, the company was able to hire new employees, tripling its workforce. Redefine Meat hired top chefs including Shai Heiman, who previously worked at the American restaurant Manriss (three Michelin stars), and Rafael from Restaurant Toto. Currently, New-Meat products are available in 11 restaurants.
The Israeli innovator recently won $ 29 million in funding, the highest-ever Series A round for an alternative meat company. The company is in the process of creating its first major factory to include alternative meat production lines and Redefine Meat’s industrial 3D printers to manufacture the brand’s products.
Source: Redefine Meat press materials
