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We are a leader in the food-tech revolution that seeks to replace the meat industry’s outdated and resource-intensive production processes with advanced technologies and sustainable ingredients. Founded in 2018, Redefine Meat develops technology and processes that replicate the texture, flavour, and experience of eating traditional meat, but without using animal ingredients. We call this “new-meat.”
First and foremost, because we want to make a difference. Our vision is to create a world where anyone can enjoy great meat-eating experience without compromise.
Raising livestock is an inefficient and an environmentally unsustainable way to feed the world’s growing population. We recognise that many people love eating meat and continue to do so despite knowing the dire environmental consequences. After all, meat is tasty, it’s often readily available, and it’s deeply embedded in tradition and our social ties and relationships. This is why we need new-meat* that can provide the delicious experience of traditional meat, while being good for the environment and kind to animals.
Our proprietary technology is a combination of three main pillars: new-meat Science, Material Science and “Meat Matrix Manufacturing,” and together, they create the new-meat with the texture, aroma, and taste of traditional meat. Our Meat Matrix Manufacturing includes a range of advanced technologies, such as additive manufacturing/3D printing, chosen and applied to each cut, according to it properties and requirements.
We founded the company out of a passion for meat and a devotion to our planet. We believe the world deserves better meat—a new type of delicious meat, that’s good for the environment, and kind to animals. We love the experience of cooking and eating meat but are concerned about its environmental effects. We searched for a way we could continue to enjoy great meat without harming animals and producing the environmental pollution that occurs in traditional meat production. By leveraging Israel’s culture of innovation, its food technology ecosystem and its leadership in additive manufacturing and digital printing, Redefine Meat is uniquely positioned to transform the conventional meat and food industries.
New-meat is offered at close to 1000 locations all over Israel and Europe (The Netherlands, the UK and Germany), including some of the world’s best restaurants, steakhouse chains, and premium butcher shops. Before serving Redefine Meat™, most of these outlets had never offered plant-based meat.
Among leading restaurants and restaurant chains serving new-meat are Ron’s Gastrobar and Loetje in the Netherlands and Chotto Matte London.
For the full list, go to our new-meat locator.
Additive Manufacturing/3D printing has disrupted and revolutionised manufacturing. It is precise, flexible, and can eliminate supply chain inefficiencies. Until recently, the alternative meat industry has focused on the attempt to replicate minced beef or similar products with uniform consistency. 3D printing uniquely enables the production of exact formations that can duplicate the muscle and fat structures found in cuts of meat that are fundamental to the pleasurable sensations experienced when eating meat, particularly, whole-muscle cuts.
3D printing also offers flexibility, facilitating the printing of different shapes, sizes, or combinations of “fat” and “muscle” without having to retool or reset the machines.
We offer a full portfolio with three different categories of new-meat* for foodservice industry in Israel and Europe. Note: availability may vary per country or region.
Redefine Premium Cuts include:
Redefine Pulled Meat products include:
Redefine Minced products include:
- Redefine Beef Mince
- Redefine Premium Burger
- Redefine Lamb Kabab Mix
- Redefine Sausage
- Redefine Bratwurst
* Redefine Meat™ products are plant-based, made with non-GMO ingredients and do not contain any animal-based ingredients or by-products.
Redefine Meat™ products are available at hundreds of locations in Israel and Europe (including the Netherlands, the UK, Germany, Finland, and Austria) including some of the world’s best restaurants, steakhouse chains, and premium butcher shops. Before serving Redefine Meat™, many of these outlets had never offered plant-based meat. Among the leading restaurants and restaurant chains serving new-meat are Ron’s Gastrobar and Loetje in the Netherlands and Chotto Matte London.
For a full list of locations, use our new-meat locator. Make sure to check back often, as new locations are added all the time.
We coined the term new-meat to describe our products because it replicates the aromas, flavours and mouthfeel of traditional meat, with one major difference: they do not contain animal ingredients.
Different products have different levels of protein. For example, different products in our Premium Cuts will have between 16% to almost 26% protein, depending on the specific product, and the Pulled Meat products have around 20%. Please check the product packaging (or product page on website) for details.
Yes, they’re certified Kosher Pareve (non-dairy) by the relevant authorities, according to where each product is manufactured. For details on each Kosher certificate, please consult each package.
No. Redefine Meat products do not contain ingredients from genetically modified organisms (GMOs.)
We are serious when it comes to consumer safety, and we encourage consumers with food allergies or sensitivities to review our product ingredient lists, available both on our website and on our packaging, before preparing and eating any Redefine Meat™ product
We create products based on the needs and ongoing feedback of chefs and diners. In the Premium Cuts category, we did not stop at the launch of Redefine Flank, and today we are excited to introduce the new Redefine Tenderloin and Redefine Striploin. All our premium cuts are delicious, high in protein. The Beef and Lamb Flank are more fibrous, which brings additional chewiness, and the Redefine Tenderloin and Striploin have a more delicate texture and are more tender and smoother.
Only a year into launching new-meat we are unveiling a third category of products: Redefine Pulled meat. This comes as a result of the needs and requirements from the various markets. Pulled meat is a very popular category, but the market is notorious for its lack of quality plant-based options.
Redefine Meat™ products are made from sustainable, nutritious and readily available ingredients including plant-based proteins, fats, colours and flavours. When combined using our unique technologies, they create a tasty new-meat, offering a similar culinary experience in terms of taste, texture, and aroma to that of animal meat. However, our products do not contain animal-based ingredients.
A full list of ingredients is available on our website.
Yes. All Redefine Meat™ products are free from animal-based ingredients, thus suitable for vegans. In fact, we believe that everyone should be able to enjoy new-meat, and they are aimed at omnivores, flexitarians, vegetarians or vegans.
Redefine Meat™ products combine plant-based protein from various sources, combining legumes and grains that contain all essential amino acids, allowing us to offer products with a unique texture and nutritional profile.
Some of our products contain gluten while others do not. Please refer to the package of each product or check our website for updates.
No, they aren’t currently certified Halal
No. Our products are plant-based but not certified organic.
Some Redefine Meat™ product use formulations containing gluten, while others don’t. However, because multiple products may be manufactured in the same manufacturing facility (even if not on the same machines,) it’s possible they could contain traces of gluten.
We prefer to err on the side of caution – thus the inclusion of gluten in the allergen warning.
Just as every cut of traditional meat varies in its composition and nutritional value, our own premium cuts of new-meat vary in the ingredients they use and nutritional composition. Our premium cuts are high in protein, from around 16-17% to nearly 26%, and contain 5% to 9% fat. They can be part as of balanced, nutritionally rich diet that can be enjoyed by vegans, flexitarians and omnivores. As with any food product, recommend checking the labels of each product and consulting with a professional nutrition expert to check individual needs.
Our new Redefine Pulled category addresses the demand for the beloved and popular pulled meat dishes with superior quality new-meat. The new Redefine Pulled Beef, Lamb and Pork are highly versatile and can be implemented in a variety of cuisines, serving as a perfect platform for culinary creativity. They can be cooked in minutes, not hours like traditional slow-cooked meat, allowing for more spontaneity and less detailed planning, saving energy, labour costs and waste. They are suitable for a large variety of dishes, from sandwiches to salads to tacos – sky is the limit. Redefine Pulled offerings also help chefs with planning and recipes, because unlike traditional meat, dishes cooked with Redefine Pulled Meat are consistently the same.
Redefine Meat was inspired by a vision to create a better world by dramatically reducing the environmental damage caused by industrial livestock farming. We estimate that the production of new-meat is ten to twenty times better for the environment in critical parameters such as land use, water consumption and GHG emissions, than the equivalent traditional meat products. For more information, including a “new-meat impact calculator”, go to https://www.redefinemeat.com/uk/environment/ .
New-meat products were created to provide a viable way counter the significant negative impact that traditional meat has on land use, water use, greenhouse gas (GHG) emissions, and other important environmental parameters. Raising cattle is an inefficient way to produce meat; the production of each kilogramme of meat raised for human consumption requires some 25 kilogrammes of feed and 850 litres of water. For more information visit our Environment page.
Traditional meat production is one of the most polluting industries in the world. According to the UN FAO, that industry is responsible for 14.5% of the global Greenhouse Gas (GHG) emissions and uses 80% of available farmland and 70% of the extracted water in the world. By replacing the traditional production of meat with cutting-edge technologies, we provide products comparable in quality, but at a minimal ecological cost. As a result, most of the negative impact of meat production is eliminated: creating 1 kg. of new-meat requires up to 96% less water and up to 98% less land and emits up to 91% less GHG compared to the production of 1 kg. of traditional meat. For more information visit our Environment page.