Israeli start-up Redefine Meat has partnered with Giraudi Meats to expand the distribution of its innovative “New Meat” steak cuts across Europe. Using large-scale meat printers in its Rehovot headquarters and a new factory in the Netherlands, Redefine Meat aims to position its products as a viable alternative to conventionally produced meat.
Despite initial enthusiasm for plant-based meat alternatives due to their environmental benefits, economic concerns have led some consumers back to traditional, cheaper meat options. Redefine Meat’s unique approach involves using ingredients such as soy and pea proteins, chickpeas, beetroot, nutritional yeast, and coconut fat to create its products.
According to Eshchar Ben-Shitrit, co-founder and chief executive of Redefine Meat, their 3D-printed meat has the same attributes as traditional meat but is produced differently. The collaboration with Giraudi Meats, known for selling high-quality meat, indicates the authenticity and appeal of Redefine Meat’s products. Initially launching tenderloin and striploin steaks, the company has garnered attention from chefs in upscale restaurants, further validating the quality of their offerings.
With Giraudi’s support, Redefine Meat plans to introduce its products in restaurants and butcher shops in France this month, followed by Italy, Greece, and Sweden later in the year, and expansion into more countries in the coming year. Currently available in Israel, Britain, the Netherlands, and Germany, Redefine Meat’s New Meat is making waves, with nearly 1,000 restaurants already offering its 3D-printed steak cuts at approximately $40 per kilo.