Redefine Meat Hits the Shelves of European Retailers As Consumers Increasingly Turn to Meat Alternatives

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By Karmen

Redefine Meat, an Israel-based company, expands into the European retail sector, marking a milestone in the plant-based food industry.

Redefine Meats Vegetarian Burger

The plant-based food industry has witnessed a significant milestone with Israel-based Redefine Meat’s recent expansion into the European retail sector. This strategic move marks the company’s transition from solely catering to the food service industry to directly reaching consumers in the retail market.

With a focus on the UK and Dutch markets, Redefine Meat is poised to revolutionize the plant-based meat sector with its innovative products.

Company Background

Founded in Israel in 2018, Redefine Meat has swiftly garnered attention for its plant-based meat products that closely mimic the taste, texture, and culinary experience of traditional animal meat.

The company’s success in the food service industry, supplying renowned chefs and prestigious restaurants across various European countries, laid a solid foundation for its foray into the retail sector.

Product Range and Quality

The transition to retail involves the introduction of six distinct products – Redefine Beef Mince, Lamb Kofta Mix, Premium Burger, Bratwurst, Pulled Pork, and Pulled Beef.

These products have been developed to match the quality and versatility of animal meat, addressing the biggest barriers to the widespread adoption of plant-based meats.

They promise the same juicy taste and authentic meat-like texture that Redefine Meat’s food service range offers but in consumer-friendly packaging. Notably, these plant-based meats have been endorsed by Michelin-starred chefs and meat experts for their high quality.

Strategic Retail Partnerships

Redefine Meat’s European market penetration is facilitated through partnerships with leading e-commerce retailers. In the UK, the company has teamed up with Ocado, a premium online retail giant, while in the Netherlands, it collaborates with Albert Heijn, the country’s largest retailer, and Crisp, known for fresh and local produce.

These partnerships symbolize a commitment to premium quality, aligning with the company’s brand ethos and product offerings.

Industry partners have expressed enthusiasm for Redefine Meat’s products. Olivia Small, Buying Manager at Ocado, highlighted the alignment of Redefine Meat’s range with Ocado’s mission to offer an ‘unbeatable choice’ of premium products.

Similarly, Marieke Keijsers, Category Manager at Crisp, emphasized the exceptional taste and texture of Redefine Meat’s products, underscoring their potential to elevate the plant-based meat category to new heights.

Consumer Demand and Market Trends

The decision to enter the retail market is fueled by growing consumer demand from vegans, vegetarians, and meat lovers seeking sustainable and high-quality food options. This trend reflects a broader shift in consumer preferences towards plant-based diets and sustainable consumption.

The retail portfolio of Redefine Meat aims to fill existing gaps in quality and versatility within the plant-based category, providing consumers with more diverse culinary choices.

Looking ahead, Redefine Meat has an ambitious strategy for market expansion. Over the next 12 months, the company plans to aggressively execute its go-to-market strategy, introducing more products, launching a new chilled product range, and expanding into additional countries.

This strategy signifies a commitment to making plant-based meat alternatives more accessible and appealing to a broader consumer base.


Redefine Meat’s entry into the European retail market marks a significant advancement in the plant-based food industry. By leveraging its success in the food service sector and forging strategic retail partnerships, the company is well-positioned to meet the growing consumer demand for high-quality, sustainable plant-based meats.

With its innovative products and expansion plans, Redefine Meat is set to redefine the culinary landscape, offering consumers new ways to enjoy plant-based meats without compromising on taste or quality.


Karmen is a health and wellness enthusiast from Tartu, Estonia who loves to write about food and nutrition. She got her nutrition counseling certificate in 2016. Karmen shares her partner's passion for cooking and is always looking for ways to make recipes healthier (and meat-free). She's also interested in leading a natural lifestyle and is taking baby steps to a cleaner and more eco-friendly life.

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