Redefine Meat Marks First ‘big Four’ Retail Launch In Uk

Credit: Redefine Meat

Redefine Meat’s plant-based macromolecule alternatives are hitting UK unit shelves arsenic nan Israeli business secures its first ‘big four’ listing pinch Asda.

Up to 7 products crossed nan company’s New Meat scope will beryllium disposable successful Asda stores from coming (13 October), including steak, mince and pulled pork.

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The stiff products motorboat includes a full of 385 Asda outlets crossed nan state that will banal astatine slightest 3 items, while 197 stores will transportation 7 SKUs.

Redefine Meat, which was group up successful Israel successful 2018, claims its alt-protein scope is “designed to observe nan taste, texture and sensory acquisition of meat”, characteristics nan class has struggled to replicate and has led to weakness successful income of late.

The institution called nan Asda motorboat a “significant milestone” for nan brand, which is already listed online pinch Ocado.

Simon Owen, nan vice president for nan EMEA region astatine Redefine Meat, said: “Continuous merchandise improvement and invention is astatine nan bosom of our strategy, creating premium, high-quality products that continuously outperform nan marketplace successful reviews and sensation tests.

“Taste is nan biggest obstruction to class entry, and having built our marque successful foodservice earlier entering unit we person been capable to show exceptional sensation astatine scale.”

The business has tended to trial nan out-of-home transmission first earlier launching successful retail. CEO Eshchar Ben-Shitrit said successful 2023 that nan institution marks that constituent erstwhile it reaches a “critical mass” successful foodservice.

He told Just Food astatine nan clip that Redefine Meat had not reached that marker successful nan UK, Germany and nan Netherlands arsenic he group retired plans to grow successful Europe. Ben-Shitrit did, however, corroborate nan business already had a beingness successful foodservice successful nan UK, a marketplace it entered successful 2021.

This publication has asked Redefine Meat for an update connected immoderate further imaginable unit listings successful nan UK and beyond and for explanation of its existing foodservice customers.

Joining nan line-up successful Asda are a lamb kofta mix, shawarma and a burger.

Matt Gouland, caput of stiff trading astatine Asda, said nan retailer is “embracing request for innovative, premium stiff options” pinch nan New Meat launch.

“The Asda freezer aisle continues to germinate astatine pace, providing much breathtaking options for shoppers, and we’re assured that our customers will emotion nan caller Redefine Meat range,” he added.