Sausage, kebab, ground beef without meat debut in Israel, US coming soon
Redefine Meat introduces five premium plant-based meat analogs to select Israeli restaurants and hotels; Europe, US, Asia to follow.
Redefine Lamb Kebab, a juicy minced alt-meat product for the most common street-food dish from the Middle East to India. Photo courtesy of Redefine Meat
Published August 3, 2021
Rehovot-based “alt-meat” innovator Redefine Meat announced the commercial launch of its first five products in select eateries in Israel.
Derived from plants but designed to satisfy carnivores rather than vegans, the Redefine Meat lineup consists of a premium 170-gram (6-ounce) burger, “pork” sausage, “lamb” kebab, Middle Eastern pastry-wrapped cigar and ground “beef” for open-flame grilling.
Redefine Meat is expected to reach Europe later this year, and the United States and Asia in 2022. The company, founded in 2018, also revealed that it will launch its first whole cut range later this year following pilot-testing success.
“Launching our first product portfolio represents a big step in our mission to become the world’s largest meat company, and accelerates our ability to bring to market our further innovation later this year,” said Eshchar Ben-Shitrit, CEO and cofounder of Redefine Meat.
“Each product in the range and the ones to follow are born from our understanding of meat at the molecular level, extensive R&D and technological innovation, which combined provides us the ability to create any meat product that exists today. This has been critical to achieving a superiority in taste that honestly, we did not even expect, and the technological versatility to do what no other has done – replace every part of the cow with tasty plant-based meat.”
The Redefine Burger was successfully tested in an exclusive behind-the-scenes launch at a prestigious Israeli restaurant that had never served alternative meat before.
Redefine Meat secured $29 million in funding last January and is finalizing production of a large-scale factory housing pilot lines and industrial 3D printers, which will produce at scale for the Israeli market and beyond.
The first Israeli restaurants and hotels where Redefine Meat’s New Meat product range is available include Hudson Brasserie, Nam, Asif, 2C and Bodega American Kitchen in Tel Aviv; Eddie’s Hideaway in Eilat; The Lounge at the Inbal Hotel in Jerusalem; Sinta Bar in Haifa; Guesta in Karmiel; and Guoje & Danielle in Moshav Bnai Zion.
