Redefine Meat Serves Up New Vegan Kebabs, Sausages & Burger Ahead of 3D Whole Cut Launch

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Redefine Meat, the Israeli food-tech developing 3D-printed alt-proteins, has just launched five new vegan meat products. The range includes premium burgers and sausages, as well as a lamb kebab. Rolling out across Israeli restaurants nationwide in late July, it comes ahead of the startup’s plan to debut its 3D-printed whole cut range by the end of 2021. 

Redefine Meat has just launched five “New Meat” vegan meat products on the market, including a restaurant-style burger, artisan sausage, meaty puff pastry cigar, ground beef, and lamb kebab. All five products are now available in restaurants and hotels across Israel, before entering the European markets in Q4 of this year. 

‘New category’ of plant-based meat

Redefine Lamb Kebab. (Image: Redefine Meat)

According to Redefine Meat, their vegan meat range marks a “new category” of vegan alt-proteins. The five “New Meat” products have been developed with global meat experts and uses the brand’s proprietary technology to “replace the entire cow” by “delivering unparalleled taste and texture.” The launch is Redefine Meat’s first range to have hit the commercial market.

“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,” said the company’s co-founder and CEO Eshchar Ben-Shitrit. 

“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.” 

Redefine Ground Beef. (Image: Redefine Meat)

Each product in the range and the ones to follow are born from our understanding of meat at the molecular level.

Eshchar Ben-Shitrit, CEO & Co-Founder, Redefine Meat

Designed for chefs 

All five vegan products are designed for high-end food service, such as its 170-gram Redefine Burger, which boasts an “extremely juicy, yet firm meaty bite” and was developed with steakhouse chefs. The ground beef product is described as versatile and performing especially well for open flame-grilled dishes, while the sausage bears the realistic “snap” casing. 

The Redefine Cigar, on the other hand, takes aim at the iconic Middle Eastern dish. It is a puff pastry filled with the startup’s “New Meat”, replicating one of the most common street food dishes in the region. 

Redefine Burger. (Image: Redefine Meat)

While only available in Israeli restaurants and hotels right now, Redefine Meat says that it will begin expanding distribution to Europe before the end of this year. It also plans to bring its “Next Meats” into U.S. and Asia foodservice in 2022. 

The Tel Aviv food tech is taking what experts have described as a “gastronomy first” approach for its go-to-market strategy, building up consumer demand in foodservice channels before potentially entering retail. 

Gearing up for 3D-printed whole cut meats

Redefine Meat also announced that they plan to launch their second series, a range of 3D whole cut vegan meat alternatives, by the end of this year. CEO Ben-Shitrit described the launch of the brand’s first portfolio as just a “step in our mission to become the world’s largest meat company.” 

Redefine Meat plans to launch its whole-cut alternatives later this year. (Image: Redefine Meat)

“[It] accelerates our ability to bring to market our further innovation later this year,” he continued. 

Redefine Meat has been developing its whole cut meat alternatives since its inception in 2018, with the view to deliver the textural and sensorial gaps that consumers still find in existing meat alternatives, which at the moment predominantly come in minced or burger formats. Other startups also using 3D-printing tech to achieve realistic meat analogues include Vienna-based Revo Foods and Barcelona’s Novameat.

Earlier this year, Redefine bagged $29 million in a Series A round, which went towards fuelling its latest product launch and will accelerate the roll-out of its next range. The company has since expanded its team as well, hiring chef Shai Heiman who has previously worked at Michelin establishments, and tripling its employees to more than 100. 


All images courtesy of Redefine Meat. 


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