Israel’s Redefine Meat has launched an array of new plant-based meat products while also announcing its new partnership with importer Giraudi Meats.
The partnership is set to drive the European distribution of Redefine Meat’s plant-based meats. The company launched five new products today, including: Redefine Tenderloin and Redefine Striploin premium cuts and an entirely new category of Pulled Meat in beef, lamb and pork varieties.
The collaboration with Giraudi Meats, an importer of high-end meats, marks a milestone for both companies and is indicative of the meat-like quality of Redefine Meat’s products.
“Having such a prestige meat importer as Giraudi Meats – working with the best chefs and butchers all over Europe – integrate our New-Meat into its portfolio of exclusive high-end meat alongside the likes of Angus and Kobe beef, exemplifies why New-Meat is defining a new category of high-end product in the meat industry,” said Eshchar Ben-Shitrit, CEO and co-founder of Redefine Meat.
Giraudi Meats operates in over 30 countries and comprises over 300 meat distributors and wholesalers. Its expansive network will facilitate the rapid expansion of Redfine’s New-Meat across Europe.
Riccardo Giraudi, CEO of Giraudi Group, said: “We’re seeing fast-growing demand for more flexitarian products to satisfy the needs of meat lovers. We’ve been searching for a high-quality meat alternative to add to our high-end meat portfolio to address this growing market, and I have to say that New-Meat is in a category of its own.
Redefine Meat’s new 3D printed Redefine Tenderloin.
He continued: “We believe that with this level of quality, combined with the product versatility across beef, lamb and pork, will enable us to drive significant new revenue streams in the high-end meat market.”
Redefine Meat uses a mix of pea protein, soy, beetroot, chickpeas and coconut fat to make its meat replicas. The New-Meat portfolio is made using the company’s additive manufacturing technology, accurately delivering the texture and characteristics of a beef steak. Redefine Meat’s Pulled Meat range has been created with chefs and fulfils an unaddressed market need from chefs for high-quality plant-based pulled meats.
The Pulled Meat range is said to deliver the full sensory experience of the animal-based equivalent with clear culinary advantages. The need for slow cooking is abolished, reducing cooking time from hours to minutes, and slashing associated energy costs and resources.
“By combining a true love of meat with breakthrough technologies including additive manufacturing, AI and machine learning, Redefine Meat has achieved a level of product quality comparable to animal meat,” added Ben-Shitrit.
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