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Redefine Meat expands its reach into the EU
The plant-based meat firm’s products are now available in the Coop in Switzerland, Dutch retailer Jumbo, Velivery – Germany's largest online vegan shop – and the French retail chain Monoprix.
Redefine Meat plans to rapidly scale up production at its industrial-scale factory in the Netherlands to support the company's retail expansion and meet the rise in demand. The increase in the supply of its core product, the plant-based meat analogue called ‘new-meat’, was projected to offset 210,000,000 kg of CO2.
Capturing the meat market
Commenting on the listing, co-founder and chief executive Eshchar Ben-Shitrit said: “As we continue to expand our retail presence across multiple European countries, we are strategically positioning ourselves to capture an even larger share of the meat market with our most diverse portfolio ever.
“Our aggressive expansion plans and the increasing demand for our premium-quality 'new-meat' products demonstrate how we are reshaping the future of the category and the protein transition from animal meat to new-meat.”
Launched in 2022, Redefine’s new-meat is available in eight countries across more than 6,000 food service outlets. The company launched its first direct-to-consumer offering this year via European retail.
AI and 3D tech
The company uses artificial intelligence systems and 3D printing to optimise and manufacture plant-based products that mimic the muscle and fat structures found in cuts of meat, rather than follow the industry standard of replicating minced beef or similar products with uniform consistency.
Online retailer Ocado has reported a 10% increase in new customers opting for plant-based products since the arrival of Redefine Meat on its platform, while Dutch retailer Crisp said more than a third of shoppers have repeated purchases of new-meat soon after their first.
Meanwhile, from six-figure nationwide deals for seaweed crisps, to the UK debut for one of the most popular snacks in the US, we break down the latest food and drink product listings.
