Alt-meat pioneer Redefine Meat has announced a collaboration with restaurateur and Europe’s largest importer of high-end meat, Giraudi Meats.
The Israeli food tech company, which specialises in 3D printed vegan meat alternatives, hopes that the partnership will drive expansion across European foodservice.
The expansion will begin in France before being followed by Italy, Greece and Sweden later this year. It will include all of Redefine Meat’s ‘New-Meat’ portfolio, spanning 3D-printed beef, lamb and pork.
“Having such a prestige meat importer as Giraudi Meats 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.
In addition, Giraudi Meats will add New-Meat products to the menus of its chain of Beefbar restaurants across Europe.
“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,” said Riccardo Giraudi, CEO of Giraudi Group.
“We believe that with this level of quality, combined with the product versatility across beef, lamb and pork, New-Meat will enable us to drive significant new revenue streams in the high-end meat market.”
This comes at the same time as Redefine Meat has launched five new products into its portfolio including a Redefine Tenderloin and Redefine Striploin alongside an entire new category of pulled meat in beef, lamb and pork alternatives.
Redefine Tenderloin promises to provide the “ultimate gastronomic experience of a beef fillet” while Redefine Striploin is a tender cut with “grill notes”. The new pulled meat range opened up a new category for plant-based meat alternatives in foodservice, the brand claimed..
“We’re extremely excited to introduce our most advanced products to date, marking a historic year for Redefine Meat with 13 New-Meat products introduced in five different countries and rapidly growing,” said Ben-Shitrit.
The products use soya, pea protein and coconut oil to replicate the molecular make-up of standard meat. The range is then produced through proprietary 3D printing technology.
“Leveraging our unique position of working intimately with the highest calibre of chefs in several countries has enabled us to understand the precise needs of those who know meat best and develop high-quality products that address the specific demands of each market,” he added.
In less than 12 months since launching in the UK, Germany, Netherlands and Israel, almost 1,000 foodservice locations are serving New-Meat including Marco Pierre White’s Steakhouses.
The brand’s immediate focus is on foodservice. However, it has also run a small pilot in Israel featuring in 50 retail stores of Am:Pm, a retailer in the country. It plans to expand its retail presence, starting with the UK, Netherlands and Germany, predicted for the end of next year.
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