Israeli foodtech startup Redefine Meat announced Thursday that Selfridges London is the world's first department store to feature its plant-based New-Meat products.
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Redefine Meat's products are now served at Selfridges' Harry Gordon's Bar & Kitchen and The Brass Rail.
Selfridges selected Redefine Meat to participate in their four-week 'earth-conscious shop of the future' retail exhibition – 'SUPERMARKET.'
As the only food-oriented company featuring in SUPERMARKET, customers will be able to see Redefine Meat behind the scenes for the very first time. From April 4-30, 2022, visitors will get to explore the New-Meat phenomenon, including its impact on the environment, the technology behind the innovation, and the products' versatility.
Redefine Meat co-founder and CEO Eshchar Ben-Shitrit said, "Selfridges stands out as a worldwide brand synonymous with quality. Its in-store restaurants are no different and that's why it's a natural step for Redefine Meat's New-Meat products, as defined by their quality, to be listed on their menus."
