Home Applications & Case Studies Redefine flank steak goes on sale throughout Europe

Redefine flank steak goes on sale throughout Europe

Redefine Meat, a pioneer in the production of plant-based meat alternatives, announced the launch of its Redefine Flank Steak in European retail. The company also uses 3D printing technologies in its production.

Through close collaborations with leading retailers, Redefine Flank Steak is now available in the UK through Ocado and in Switzerland through Coop. Shortly afterwards, it will be available in the Netherlands at Jumbo, Albert Heijn and Crisp. Other countries, including Germany and Italy, are to follow.

Top chefs praise the Redefine Flank Steak for its rich taste, fibrous texture and meaty appearance. The juicy, beef-like product is ideal for grilling, roasting, baking and hot air frying. A lean and versatile product, it can be used in any kitchen and seamlessly replaces animal meat.

Zee Ahmad, Senior Buyer – Frozen at Ocado comments: “We’ve expanded our Redefine Meat offering to Ocado customers by launching the first premium-quality plant-based steak in the Ocado range. We’ve been pleased with the performance since the launch in late 2023 and are really happy with the glowing shopper reviews. We hope they’ll enjoy the new Redefine Flank Steak just as much and look forward to seeing sales grow through the summer.”

The launch extends the versatility of the new-meat category and complements the existing Redefine Meat range, which already includes minced meat and minced meat products. The result of years of research and development, Redefine Flank Steak is produced in a state-of-the-art facility in the Netherlands using a patented additive manufacturing process.

Redefine Meat’s Flank Steak is made with high-quality, non-GMO plant-based ingredients and natural flavors. It delivers an impressive 26 grams of protein per steak and has a Nutri-Score rating of ‘A’.

Eshchar Ben-Shitrit, CEO and Co-Founder of Redefine Meat, concludes: “When we founded Redefine Meat six years ago, we had a bold and seemingly impossible target of launching a premium-quality steak for mass consumers to buy and cook at home. Today marks a historic milestone in that journey, expanding the fast-growing new-meat category to give consumers direct access to chef-quality steaks. Having focused much of our journey to date on refining our products to meet the quality standards of the highest echelons of the culinary world, we’re proud to bring the fruits of this labour directly to consumers through our best-in-class retail partners.”

In response to the growing demand for sustainable and ethical alternatives to traditional meat products, the Redefine Flank Steak produces 90% less greenhouse gas emissions compared to its animal counterpart.

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