Redefine Meat has launched a new line of plant-based products aimed at improving the taste and nutritional profile of its offerings. The next-generation Redefine Burger and Redefine Beef Mince are set to hit retail shelves across the Netherlands, Germany, and France. These products feature significant improvements, including a reduction in saturated fats by up to 90% and a protein content ranging from 11 to 16 grams per 100 grams.
Delivering a “meatier” experience
The newly released products were developed in collaboration with chefs, meat experts, and consumers to ensure both flavor and texture meet consumer expectations for a more authentic meat experience. Extensive sensory testing, which involved both vegan and non-vegan participants, informed the final formulations of the burgers and mince. The company claims that the products now deliver a “meatier” experience compared to previous versions.
Eshchar Ben-Shitrit, CEO and co-founder of Redefine Meat, noted that taste remains a key factor for consumers, particularly those who are flexitarian or regular meat eaters. “Our unique taste-first approach is at the heart of all product development. While many other plant-based products continue to fall short in this area, our next-generation products build upon our premium-quality legacy to deliver an even meatier taste,” he stated.
In addition to improved taste and texture, the nutritional composition of the new products has been optimized to meet the highest Nutri-Score rating (A). Key updates include a significant reduction in methylcellulose content, which has been lowered to less than 2%, as well as an overall increase in protein content.
Tech capabilities allow for rapid prototyping
The company’s technological capabilities, including its patented additive manufacturing processes and the use of AI and machine learning to optimize meat-like qualities, allow for faster prototyping and iteration. This provides Redefine Meat with an edge over traditional plant-based meat production processes, enabling quicker responses to consumer preferences.
Redefine Meat’s new products will be available in major retailers, including Jumbo, Picnic, Plus, and Vomar in the Netherlands; Tegut in Germany; and Monoprix in France.
Ben-Shitrit also addressed consumer concerns about nutrition in plant-based foods, stating, “We recognize that nutrition is playing an increasingly important role in consumer buying habits. Our next-generation products deliver high levels of protein, vitamins, and fiber, without cholesterol, offering a better alternative to many other processed foods.”
