From Redefine Burger to Redefine Kabab, Israeli 3D printed alt-meat startup Redefine Meat is again redefining the industrial segment of meat substitute products. With the launch of six new 3D printed meat products in stylish packaging, the company is now looking to reach the mass market.
“Launching our first product portfolio represents a big step in our mission to become the world’s largest meat company, and accelerates our ability to bring to market our further innovation later this year” said Eshchar Ben-Shitrit, CEO and Co-Founder of Redefine Meat. “Each product in the range and the ones to follow are born from our understanding of meat at the molecular level, extensive R&D and technological innovation, which combined provides us the ability to create any meat product that exists today. This has been critical to achieving a superiority in taste that honestly, we did not even expect, and the technological versatility to do what no other has done – replace every part of the cow with tasty plant-based meat.”
Only a few weeks ago the company completed a $29 million A-series funding round led by Happiness Capital and Hanaco Ventures. The investment has been rapidly used to expand the company’s meat portfolio with the launch of the size new products: Redefine Burger (a hearty 170-gram New-Meat burger), Redefine Kabab (a signature Mediterranean delicacy), Redefine Cigars (ideal for caterings), Redefine Sausage and even Redefine Beef, a versatile New-Meat product to cook with.
Redefine Meat’s industrial 3D Alt-Meat printers leverage a patented industrial-scale digital manufacturing technology to deliver high-quality, sustainable plant-based meat products with a taste and mouthfeel indistinguishable from traditional animal meat.
First in the new line-up is the adult size ‘Redefine Burger’, packing 170 grams of New-Meat with bulky grain sizes you would expect from a butcher and high-quality steakhouse. Developed with feedback from leading chefs and butchers in Europe, it offers an extremely juicy, yet firm meaty bite – key attributes implemented within Redefine Meat’s upcoming steak products. The burger was successfully tested in an exclusive behind-the-scenes launch at Israel’s most prestigious meat restaurant, which had never served alternative meat until then. Also available is ‘Redefine Ground Beef’, designed to provide the most versatile and easy to cook minced meat offering in the market. The ground beef has a subtle flavor and adapts according to any cooking method and dish, performing particularly well on a charcoal grill. Addressing a major gap in the market, Redefine Meat ground beef achieves sufficient quality and cooking performance for chefs to use as a culinary base for a wide variety of dishes in the best restaurants in the world, as proven by the list of early adopters in the Israeli market and growing pre-order list in the US, Europe and Asia.
Further products include ‘Redefine Sausage’, offering a meaty alternative to traditional pork sausage. Using a unique production method, the sausage has a bulky meaty bite with the coveted ‘snap’ of a casing. ‘Redefine Cigar’ is a classic treat within the middle east. With a delectable crust that cooks up flaky and a bouquet of aromatic seasoning, this irresistible New-Meat-filled pastry is the quintessential hors d’oeuvres. The product was designed with the hospitality industry in mind, allowing for simple cooking in ultra-large quantities, and is the first in a range of products targeting this segment. Lastly, ‘Redefine Kebab’ is arguably the most meat-like product ever to be introduced in the past decade. Developed in stealth mode for over two years, it is an extremely juicy, minced meat product designed to address the most common meat street food dish in cuisines from the middle east through to India.
“In 2018, my co-founder and I started with a vision to replace the entire cow with tasty meat alternatives that would be embraced by meat lovers around the world,” says Ben-Shitrit. “With the backing of such strong investors and strategic partners, and the incredible global interest we continue to receive, the progress we have made has been phenomenal and we’re only just getting started. For those seeking to believe it, I encourage you to try our New Meat and taste it for yourself. We don’t expect you to like it, we expect your mind to be blown.”
Last month, Redefine Meat announced its first strategic agreement with premium-quality Israeli meat distributor, Best Meister, following the success of the world’s largest blind-tasting of alternative meat co-organized by the two companies, which demonstrated 90% acceptance rate amongst meat-eaters.
Ben-Shitrit concluded: “We want to change the belief that delicious meat can only come from animals, and we have all the building blocks in place to make this a reality: high-quality meat products, strategic partnerships with stakeholders across the world, a large-scale pilot line under construction, and the first-ever industrial 3D Alt-Meat printers set to be deployed within meat distributors later this year.”