Tel Aviv-based alt-meat innovator Redefine Meat has commercially launched launch its first-ever series of "new meat" products in Israel, the company announced Tuesday.
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Available today in select restaurants and hotels nationwide, the plant-based range consists of a premium 170-gram (6 oz.) hamburger, sausage, lamb kebabs, middle eastern 'cigars,' and ground beef suitable for restaurants and open flame grilling.
Redefine Meat plans to extend the rollout of its first new meat product range to Europe in the fourth quarter of 2021, with expansion to the US and Asia expected in 2022. The company also revealed plans to launch its first whole cut range later this year, following pilot-testing success.
Redefine Meat has worked closely with global meat experts and developed proprietary technologies to create a new category of high-quality "meat" products made from plant-based ingredients.
"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" says Eshchar Ben-Shitrit, co-founder and CEO 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."
Redefine Meat recently secured $29 million in funding, the highest ever Series A round for an alternative meat company at that time. It is also currently finalizing production of a first-of-its-kind large-scale factory housing both meat pilot-lines and Redefine Meat's industrial-scale 3D printers, which will produce new meat at scale to the Israeli market and beyond.
The company has tripled its employees to over 100 and hired leading chefs such as Shai Heiman, who previously worked at US-owned Manrissa restaurant (three Michelin stars), as well as Rafael, Toto restaurant, OCD and more.
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