Redefine Meat: the ultimate culinary experience that engages all five senses

Do you want to delight your customers, but think plant-based meat can’t possibly deliver? Think again. New-meat provides the full sensory experience of traditional meat – but without using animal-based ingredients. From the unmistakable sizzle, the mouth-watering aroma, the unique colour gradients of premium cuts, to the juiciness, mouthfeel and flavour. New-meat allows chefs and restaurateurs to delight any customer, anywhere, anytime.

At Redefine Meat, we love meat. We really, really love meat. We’ve studied meat down to its individual components to create new-meat that is delicious, good for the environment and kind to animals. New-meat that appeals to all five senses, and that can be enjoyed by anyone, anywhere, anytime.

We are passionate about food, and believe that the best way to bring about change is to provide top quality, delicious new-meat that does not compromise on flavour or sustainability. Our products are proudly served at thousands of restaurants, corporate canteens, hotels and caterers in Israel and across Europe.

Maximum versatility for any type of kitchen​

Redefine Meat’s unique portfolio spans three categories—premium cuts, minced meat and pulled meat—and across three protein types: beef, pork and lamb. Developed by chefs and meat experts, it is simple to add to the menu, and easy to store and prepare, cutting preparation time and saving on labour and energy.

Created with top quality ingredients, new-meat provides maximum versatility to chefs and restaurateurs. It allows chefs to bring maximum creativity to any type of cuisine; from premium cuts as centrepiece dishes, to localised cuisine including Mediterranean gyros, kababs, pastilla and shawarma, alongside many Mexican and Asian dishes, in addition to salads, premium burgers and sandwiches.

Redefine Meat is often the first plant-based meat served in iconic meat restaurants, such as Germany’s The Ash, which specialises in premium cuts from Australia, the US and Japan. It’s also offered in the famous Beef Bar restaurants in London, Paris and Monaco, where it appears on the menu alongside Kobe beef.

Numerous restaurants have even reimagined their signature dishes using new-meat. Parlour serves a Redefine version of their famous Cow Pie, Meraki serves Redefine Lamb Keftedes and Marco Pierre White’s restaurants have redefined all of their signatures; from shepherds pie, to signature steaks and gnocchi Bolognese.  

New-meat is simple to add to the menu. Many restaurants begin by adding one or two dishes based on a single product, such as using Redefine Pulled to create shawarma and a pulled beef sandwich. Others launch with multiple products; we even have customers boasting four, six and even ten Redefine dishes on their menus.  

Some restaurants have even decided to use Redefine Meat as the standard ingredient for both mainstream and vegan dishes. Pasta Basta, an Italian chain in Israel replaced traditional minced beef with Redefine Beef across their entire menu, in both vegetarian/dairy and mixed beef/dairy locations of its 17 restaurants, simplifying its operations and Kosher certifications. German restaurant chain Spreegold took this one step further by removing all beef hamburger patties from the menu and replacing them with Redefine Premium Burgers, bringing standardisation to a supply chain of over 7,000 patties per month, appealing to a larger audience, while also keeping non-vegan toppings like cheese and bacon as options on the menu.  

Making a positive change​

The traditional meat industry is one of the most polluting industries in the world. With its extremely inefficient feed-to-calorie ratio, where only an estimated one in 25 calories of feed becomes edible meat, meat agriculture is far from a sustainable industry. One of the most efficient ways to help avoid the destruction of biodiversity and mitigate the effects of climate change is to move away from animal-based agriculture – but unless there is a viable, sustainable, and tasty alternative to animal meat, this initiative will fail to spread beyond a small group of individuals. 

New-meat was conceived as an answer to this challenge. Producing 1 kg of new-meat steak saves up to 91% of the greenhouse gases associated with the production of 1 kg of a traditional beef burger, frees up to 96% of the land and saves 98% of the water used in the production of beef (based ​on initial Lifecycle Analysis (LCA) comparing Redefine Meat™ printed steak with a beef burger). ​​

Redefine Meat uses a distributed production model and advanced technologies, including additive manufacturing, to minimize waste. In addition, its longer shelf life and reduced prep time help optimise the operations of professional kitchens, helping them meet their individual sustainability and operational goals.

Replacing traditional meat with Redefine Meat in more dishes can help increase efficiencies across the entire food supply chain: from the agricultural fields that become the source of our plant-based protein all the way to the professional kitchens and individual plates of diners around the world.

End-to-end culinary and promotional support​

At Redefine Meat, we believe in a full partnership with restaurants and chefs. From specialised recipe development to bespoke marketing campaigns, we bring a unique, iconic brand and full promotional support to help restaurants implement new-meat on their menus with maximum impact.

Redefine Meat helps restaurants spread the word using a full arsenal of tools: from unforgettable events to a wide range of trade marketing materials, full PR and article support, photography and video content, inclusion in our website and newsletters, and promotion in our world-class digital properties which routinely get tens of millions of views each month.

Get in touch here​​ to discover how joining the new-meat revolution can help delight your customers. You can find us on social here.​​