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We are a leader in the food-tech revolution that seeks to replace the beef industry’s outdated and resource-intensive production processes with advanced technologies and sustainable ingredients. Founded in 2018, Redefine Meat develop technology and processes that replicate the texture, flavor, and experience of eating traditional meat, but without using animal ingredients.
First and foremost, because 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 recognize that many people love eating meat and continue to do so despite knowing the dire environmental consequences – it’s 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, one that can provide the delicious experience of traditional meat, but that is good for the environment and kind to animals.
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 effects on our environment. 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. Learn more in this article by our CEO, Eshchar Ben-Shitrit.
Redefine Meat™ products are manufactured using a number of advanced methodologies. It’s a combination of new-meat Science, Material Science and “Meat Matrix Manufacturing” which encompasses an array of advanced manufacturing technologies, including additive manufacturing/3D printing, to create New-Meat. Our proprietary technology, combined with a deep understanding and passion for meat, has enabled us to manufacture the “holy grail” of the plant-based industry— delicious, premium cuts of plant-based meat.
We offer a full portfolio with three different categories of new-meat products for the foodservice industry in Israel and Europe.
Note: availability may vary by country or by region.
Redefine Premium Cuts:
Redefine Mince products:
- Redefine Beef Mince
- Redefine Lamb Mince
- Redefine Premium Burger
- Redefine Lamb Kabab Mix
- Redefine Sausage
Currently, Redefine Meat™ products are available through foodservice outlets across several countries, including the UK, Germany, the Netherlands, Austria, France and Israel. In Israel, you can also purchase them at select butcher shops, delicatessens, nature and convenience stores. 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.
Redefine Meat products contain soy protein (a complete protein with all essential amino acids) together with other plant-based proteins. Using various sources of protein allows 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 meet the criteria, but are not certified Halal.
No. Our products are plant-based but not certified organic.
Our new Redefine Pulled category addresses the demand for the beloved, popular pulled meat dishes through 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 are high in protein and can be cooked in minutes, not hours, unlike traditional slow-cooked meat. This for more spontaneity and less detailed planning, saving energy and labour.
Redefine Meat™ products are made from sustainable, nutritious and readily available ingredients including plant-based proteins, fats, and natural colors and flavors. When combined using our unique technologies, they create a tasty new-meat that offers a similar culinary experience with its taste, texture, and aroma to that of animal meat. Our products do not contain animal-based ingredients.
Yes. All Redefine Meat™ products are free from animal-based ingredients. We believe that everyone can and should enjoy our new-meat whether they are omnivores, are flexitarians, vegetarians or vegans.
Different products have different levels of protein. For example, different products in our Premium Cuts will have between 16% to almost 30% protein, depending on the specific product, and the Pulled Meat products have around 20%. Please check the product package (or product page) 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™ 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 at 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 followed up with the Redefine Tenderloin and Redefine Striploin. All our premium cuts are delicious, high in protein and low in fat. The Redefine Beef and Lamb Flank are more fibrous, which brings additional chewiness; while Redefine Tenderloin and Striploin have a more delicate texture, and are suitable for dishes that require smoother, more tender cuts.
Our company 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 product of traditional meat. 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 kilogram of meat raised for human consumption requires some 25 kilograms of feed and 850 liters of water. For more information visit our Environment page.
The Academy of Nutrition and Dietetics, one of the largest nutrition organizations in the world, has published a position paper on vegetarian and vegan nutrition that concludes that “appropriately planned vegetarian, including vegan, diets are healthful, nutritionally adequate and may provide health benefits in the prevention and treatment of certain diseases.”
Yes. Consumption of plant foods such as soy and legumes, which contain high-quality and complete protein, in sufficient quantity, makes it possible to obtain enough protein for a balanced and healthy diet. We recommend consulting with a certified nutritional professional for individual needs.
Our products are a blend of vegetable proteins taken from various sources, including soy, a good source of high-quality protein. Studies have repeatedly shown that the consumption of soy as part of a balanced, plant-based diet has no discernible negative impact on health and may be beneficial when accompanied by an overall reduction in the consumption of red meat and processed meat products. Learn more at https://www.hsph.harvard.edu/nutritionsource/soy
Additive Manufacturing/3D printing has disrupted and revolutionized 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.
Learn more in this article by Daniel Dikovsky, Redefine Meat’s Head of Technology and Innovation.
A plant-based diet can have different meanings for different people, such as eating vegetables more often or completely avoiding animal products. What they share is that people who are committed to any type of plant-based diet expect to fulfill their nutritional needs by eating plant-based foods. Redefine Meat products can be successfully integrated as part of a balanced, nutritious plant-based diet. We recommend consulting with a certified nutritional professional for individual needs.
Redefine Meat products contain plant-based proteins and do not contain animal-based ingredients. Therefore, they can be part of a plant-based diet. We recommend consulting with a certified nutritional professional for individual needs.
Yes. In fact, most of the things we eat go through processing, including many “simple” or “healthy” foods such as yogurt, oil and bread. The negative perception behind the term “processed” stems mainly from foods that are high in fat and sugar and that are designed to satisfy immediate cravings, often at the expense of health and nutritional values.
Redefine Meat products are manufactured by combining carefully selected ingredients from plant-based sources to produce quality food products with high nutritional values. We are constantly working to improve our offering and bring products that are delicious, good for the health of our consumers, and for the health of the planet.