Redefine Meat commercially offers world’s first whole cuts of plant-based meat

With European expansion, company solidifies roadmap to become the world’s largest meat company, harnessing technology instead of animals

Marking a major milestone for the food industry, New-Meat™ pioneer Redefine Meat™ has announced the launch of the first ever category of plant-based whole cuts that achieve a level of product quality comparable to high-quality animal meat.

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

The range of New-Meat products include beef and lamb cuts, as well as premium-quality burgers, sausages, lamb kebabs, and ground beef – giving chefs unparalleled culinary versatility to incorporate plant-based meat into their menus.

Eshchar Ben-Shitrit, CEO and Co-Founder of Redefine Meat said: “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. By continuing our close collaboration with the top-tier culinary world, we will accelerate our product rollout in the coming months – beginning with Europe and followed by the USA and Asia – and launch within multiple distribution channels next year.”