MAR 28, 2024 JLM 67°F 10:16 PM 04:16 PM EST
Sausage, kebab, ground beef without meat debut in Israel

Redefine Meat introduces five premium plant-based meat analogs to select Israeli restaurants and hotels; Europe, US, Asia to follow.

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.

 

 

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