Written by Rachel Birch from Agriland
Redefine meat, a meat substitute company pioneering the use of 3D printing technology in the manufacturing of plant-based alternatives, has launched its 3D printed vegan steak in the UK retail market.
The Israeli start-up which was founded in 2018, specialises in vegan meat designed to mimic the sensory profile of the animal derived product.
Redefine flank steak is produced at scale in the company’s European headquarters in the Netherlands via its patented “meat matrix manufacturing” ,which combines additive/3D printing and AI technologies to replicate animal meat, without slaughtering livestock.
The company claims 3D printing is uniquely positioned to duplicate the muscle and fat structures found in cuts of animal meat which prove fundamental to the sensory experience, making its vegan meat “distinguishable” from real meat.
The 3D printed vegan steak, which even appears to bleed upon cutting, is composed of non-GMO plant proteins, including soy, wheat and pea, which deliver 25g of protein per steak.
The company was inspired to create their plant based product line, which purportedly produces 90% less greenhouse gas (GHG) emissions compared to its animal-based equivalent, in response to the growing demand for sustainable and ethically produced meat substitutes.
Speaking about the launch, Redefine Meat’s CEO and co-founder, Eshchar Ben-Shitrit, said:
“When we founded Redefine Meat six years ago, we had a bold and seemingly impossible target of launching a premium-quality steak for mass consumers to buy and cook at home.
“Having focused much of our journey to date on refining our products to meet the quality standards of the highest echelons of the culinary world, we’re proud to bring the fruits of this labour directly to consumers through our best-in-class retail partners.”
Redefine meat, which has featured on restaurant menus across Europe since 2022, has been available for commercial sale since July via the UK retailer, Ocado, which sells groceries under its joint venture with Marks and Spencers.
The online retailer was the fastest growing grocer in the UK for the seventh consecutive month in August, according to data analytics company, Kantar.
Ocado Senior Buyer, Zee Ahmad said: “We’ve expanded our Redefine Meat offering to Ocado customers by launching the first premium-quality plant-based steak in the Ocado range.
“We’ve been pleased with the performance since the launch in late 2023 and are really happy with the glowing shopper reviews. We hope they’ll enjoy the new Redefine Flank Steak just as much and look forward to seeing sales grow through the summer.”
The vegan steak, which has been endorsed by internationally reknowned chefs, Marco Pierre White and Ron Blaauw, is also available in Switzerland, with a roll-out in the Dutch supermarkets soon to follow.
The company also sells lamb, beef and burger substitutes, alongside its flank vegan steak.
According to statista, the global food tech market which combines advanced technology with food science, of which Redefine Meat champions, is set to reach a value of $342.52 billion by 2027.
In 2024, the same data analytics company reported that 7% of the UK population are vegetarian while a further 4% identify as vegan.
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Redefine meat, a meat substitute company pioneering the use of 3D printing technology in the manufacturing of plant-based alternatives, has launched its 3D printed vegan steak in the UK retail market.
The Israeli start-up which was founded in 2018, specialises in vegan meat designed to mimic the sensory profile of the animal derived product.
Redefine flank steak is produced at scale in the company’s European headquarters in the Netherlands via its patented “meat matrix manufacturing” ,which combines additive/3D printing and AI technologies to replicate animal meat, without slaughtering livestock.
3D printing
The company claims 3D printing is uniquely positioned to duplicate the muscle and fat structures found in cuts of animal meat which prove fundamental to the sensory experience, making its vegan meat “distinguishable” from real meat.
The 3D printed vegan steak, which even appears to bleed upon cutting, is composed of non-GMO plant proteins, including soy, wheat and pea, which deliver 25g of protein per steak.
The company was inspired to create their plant based product line, which purportedly produces 90% less greenhouse gas (GHG) emissions compared to its animal-based equivalent, in response to the growing demand for sustainable and ethically produced meat substitutes.
Speaking about the launch, Redefine Meat’s CEO and co-founder, Eshchar Ben-Shitrit, said:
“When we founded Redefine Meat six years ago, we had a bold and seemingly impossible target of launching a premium-quality steak for mass consumers to buy and cook at home.
“Having focused much of our journey to date on refining our products to meet the quality standards of the highest echelons of the culinary world, we’re proud to bring the fruits of this labour directly to consumers through our best-in-class retail partners.”
Redefine meat, which has featured on restaurant menus across Europe since 2022, has been available for commercial sale since July via the UK retailer, Ocado, which sells groceries under its joint venture with Marks and Spencers.
The online retailer was the fastest growing grocer in the UK for the seventh consecutive month in August, according to data analytics company, Kantar.
Ocado Senior Buyer, Zee Ahmad said: “We’ve expanded our Redefine Meat offering to Ocado customers by launching the first premium-quality plant-based steak in the Ocado range.
“We’ve been pleased with the performance since the launch in late 2023 and are really happy with the glowing shopper reviews. We hope they’ll enjoy the new Redefine Flank Steak just as much and look forward to seeing sales grow through the summer.”
The vegan steak, which has been endorsed by internationally reknowned chefs, Marco Pierre White and Ron Blaauw, is also available in Switzerland, with a roll-out in the Dutch supermarkets soon to follow.
The company also sells lamb, beef and burger substitutes, alongside its flank vegan steak.
According to statista, the global food tech market which combines advanced technology with food science, of which Redefine Meat champions, is set to reach a value of $342.52 billion by 2027.
In 2024, the same data analytics company reported that 7% of the UK population are vegetarian while a further 4% identify as vegan.
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