Redefine Meat has rapidly gained traction in Europe’s dining scene, from Michelin-starred establishments to street-food stalls. Here, co-founder Eshchar Ben-Shitrit shares his journey, the secret of printing layers of meat with a 3D printer to achieving taste and texture of meat, the challenges of the plant-based market, and why he believes the future of meat isn’t animal-based.
Q: What sparked your drive to create Redefine Meats?
A: I’m 40, a father of three, and I stopped eating meat about 10 years ago. Living near Jerusalem in a small village, I became deeply motivated to find a way to enjoy meat without harming animals. Seven years ago, I co-founded Redefine Meat with my partner, Adam, and we set out to create high-quality plant-based meats with authentic flavours and textures.
Our approach is quite different. We didn’t start with an existing plant-based product and try to make it better; we developed our technology specifically to recreate the experience of meat. We even introduced the world’s first 3D-printed steak, which we now sell in five countries. You’ll find our products in around 5,000 restaurants across Europe – from high-end Michelin-star venues to casual food markets.
Q: Your products have repeatedly convinced meat-eaters, which is no easy feat. How did you achieve this?
A: Our value proposition is simple: we want our products to be as close to the meat experience as possible – not a compromise. Our pulled pork, for example, is high in protein, minimally processed, easy to cook, and most importantly, delicious. We’re not positioning ourselves as a vegan alternative but as a quality meat experience.
I believe it’s important to make plant-based meats that consumers genuinely enjoy, not just because they’re vegan or cholesterol-free. I think it’s the only way to change consumer habits in the long term, which is essential for reducing meat consumption overall. Our focus is not on novelty or trendy packaging but on quality and authenticity.
Q: The plant-based industry has had a challenging few years, with a lot of early enthusiasm followed by some disappointing results. Are consumers still interested in the plant-based alternative?
A: It’s true that some products failed to meet consumer expectations. But the demand for alternatives to meat is still as urgent as ever. Concerns over meat’s environmental impact, rising costs, and ethical questions continue to drive the search for better options.
The industry hasn’t yet achieved regular, integrated options for all meals – breakfast, lunch and dinner. Most people try plant-based products only a few times a year. Our vision is to make plant-based meats a regular part of people’s lives, whether that’s through a ‘pulled pork’ stew or a ‘steak’ dinner. It’s a long path, but we’re committed, and we’ve seen steady demand growth in food service, especially in Europe and the US.
Q: It sounds like investor support has been critical. Can you tell us more about that?
A: Absolutely. We’re backed by mission-driven investors like CPT Capital, Hanako Ventures, Happiness Capital, and Synthesis Capital, which are all dedicated to reducing reliance on factory farming. They understand that transforming the protein sector is a long-term project and are aligned with our vision for a sustainable, profitable alternative to traditional meat.
Q: The concept of ‘ultra-processed’ food has been a major critique of plant-based meat. How do you address that concern?
A: I understand the concern, but it’s important to clarify that plant-based foods are as diverse as meat products. When I used to buy meat, I’d go to a butcher for a quality cut. But many animal products, like chicken nuggets, are also heavily processed. Similarly, our ‘pulled pork’ is minimally processed and nutritious. It’s about the quality of ingredients and processing methods, not just a blanket label like ‘processed’.
Ultra-processed foods are usually high in salt, sugar, and empty calories. Our products, by contrast, prioritise protein, fiber, and healthy ingredients without excess additives. For instance, our steak has 25% protein, and our pulled pork has 21%, with no added sugars. We aim to meet people’s expectations for taste and texture while offering a healthier alternative.
Q: Achieving the taste of meat often involves using fats, which can be controversial in plant-based products. How do you balance this?
A: Our approach is rooted in understanding what makes meat taste and feel like meat. We break it down into components - muscle, fat and blood. By focusing on each element, we can create a product that mimics the sensory experience of eating meat. That’s why our burger has a slight bounce and releases liquid as you chew, mimicking animal fat and blood.
When we create a steak, we use 3D printing to replicate the texture and mouthfeel of muscle fibers, blood and fat. This isn’t just mixing ingredients together; it’s a precise process that builds muscle, fat and connective tissue layers. So, yes, we use fats where appropriate, but we carefully control them to create a balance between flavor, nutrition and mouthfeel.
Q: Tell us more about the role of 3D printing in your products.
A: 3D printing allows us to recreate meat’s layered structure in a way that’s impossible with traditional methods. It’s the only way to make a true plant-based steak. Our process builds layers that trap muscle, fat and connective tissue - similar to how muscle fibers form in animals.
We’ve developed what we call ‘ink’ for the printer, which allows us to print the muscle, fat and blood components separately. This technique gives us control over flavour delivery and mouthfeel, making our steak close to the real thing. In fact, our products are available in several countries now, and consumer feedback has been overwhelmingly positive.
Q: How do you see technologies like precision fermentation impacting plant-based meat?
A: Flavour and fat are areas with huge potential for innovation, and precision fermentation could be transformative. While we don’t make our ingredients, we’re open to collaborations with companies that specialise in flavour and fat solutions.
For example, we work with Saver, a US-based company focused on plant-based fats, to enhance our products. The fat content in meat plays a major role in its appeal, and we’re constantly looking for ways to replicate that in a sustainable way. If precision fermentation allows us to produce fats or flavours that bring us closer to the taste and feel of meat, we’ll absolutely consider it.
Q: What’s your perspective on cultivated meat?
A: Cultivated meat is promising, and I’d love for consumers to someday choose between our plant-based steak and a cultivated one. Each technology has its advantages, and we welcome more options in the market. At the end of the day, food is about taste and experience, not just the technology behind it.
Cultivated meat is still overcoming significant challenges around scale, cost and consumer acceptance. For now, we’re focusing on plant-based products that we can produce and sell today. But as cultivated meat technology advances, it could complement what we’re doing, especially in delivering a taste experience closer to traditional meat.
Q: Growing up on a dairy farm, you must have a personal perspective on animal farming. How has that influenced your journey?
A: I grew up with animals and always had a love for meat. But as an adult, I became aware of the realities of industrial animal farming. It’s not easy to reconcile that with a respect for animals. My main motivation for switching to plant-based was to find a way to enjoy meat without harm.
For me, the change isn’t just ethical. It’s about preserving the planet and finding a sustainable way forward. I think my kids and grandkids will look back and see animal farming as something we’ve moved beyond. Creating plant-based meat aligns with my personal values and, I believe, represents a solution to a pressing global issue.
Q: Do you have any advice for consumers interested in plant-based options but wary of highly processed foods?
A: I’d encourage consumers to look beyond the labels. Not all plant-based products are created equal, just as not all meat products are the same. Quality matters, and understanding ingredients and processing levels is essential. Many consumers are beginning to see that some plant-based products offer great nutritional benefits without excessive processing.
Ultimately, we’re here to provide an option that’s delicious, satisfying and accessible. We’re constantly improving our products and pushing the boundaries of what plant-based meat can be. With continued innovation and consumer support, we’re confident that plant-based can truly redefine meat for the future.
Q: You’ve mentioned that your product is premium. Do you plan to lower the price to make it more accessible?
A: Absolutely. In food production, larger scale reduces costs. Our goal is to reach price parity with traditional meat, but we’re focused on achieving quality parity first. Lowering the price prematurely would mean compromising on flavor, texture, or nutrition. Right now, our plant-based steak costs about the same as an animal steak - reflecting our commitment to quality.
We’re just entering retail, starting with Ocado, where we’ve set a price point for broader access. But price isn’t the main barrier; it’s about trust and taste. For many consumers, especially meat-eaters, price isn’t what’s holding them back, it’s the product experience itself. Our priority is to create plant-based meats that people want to eat repeatedly.
We’re focused on building a reputation for quality and consistency. When people try our product, they should feel it’s better each time. We’re aiming to have our products widely available in European supermarkets by 2025. By then, with improved technology and greater scale, we expect to see lower prices - without sacrificing the quality that earns consumers’ trust.