Redefine Meat, a food 3D printing firm developing animal-free meat, has rolled out the commercial availability of its New-Meat range of plant-based 3D printed meat products to high-end restaurants throughout Europe.
Having launched its New-Meat range to selected restaurants in Israel earlier this year, this latest milestone by the company reportedly marks the first time high-end restaurants will offer plant-based whole cuts as part of their menus.
The range has also received glowing praise from leading European chefs, including British chef and restaurateur Marco Pierre White and Michelin-starred Dutch chef Ron Blaauw.
“Over the past few weeks at COP26, we’ve seen world leaders commit to landmark goals such as the elimination of all deforestation by 2030, which requires a significant reduction in global meat consumption,” said Eshchar Ben-Shitrit, CEO and Co-founder of Redefine Meat. “Redefine Meat has its eyes set on the real problem – not meat, but the way it’s produced.
“We have a genuine solution that today, not in 2030, preserves all the culinary aspects of meat we know and love, but eliminates cattle as a means of production.”
Redefine Meat’s New-Meat portfolio
Founded in 2018, Redefine Meat’s mission is to improve sustainability within the global meat industry and reduce the environmental impacts of animal farming. The company has developed its own proprietary 3D printing technologies to produce plant-based meat alternatives that replicate the appearance, texture, and flavor of roasted meats and steak.
Since its founding, the firm has grown rapidly with a $6 million seed funding round in 2019 that enabled it to develop its alt-meat 3D printer. The following year, the company produced its first industrially 3D printed Alt-Steak product, made up of the firm’s own formulate Alt-Muscle, Alt-Fat, and Alt-Blood plant-based ingredients.
At the start of this year, Redefine Meat carried out a successful large-scale blind-tasting of its Alt-Meat products, receiving more than 600 visitors and selling out in less than five hours. Shortly after, the firm raised a further $29 million in Series A funding which it has plugged into funding its commercial launch.
In July, Redefine Meat launched its first-ever series of New-Meat products to selected restaurants and hotels in Israel. The plant-based product portfolio consists of a hamburger, sausage, lamb kebab, middle eastern ‘cigar’, and ground beef. Now, the company has rolled out the commercial availability of its New-Meat offerings to high-end restaurants in Europe.
“We’ve achieved a level of superiority in taste and texture that surprised even some of the most recognized chefs in the world, and our unique technological capabilities enable us to replace every part of the cow for the first time,” said Ben-Shitrit. “By continuing our close collaboration with the top-tier culinary world, we will accelerate our product rollout in the coming months – beginning with Europe and followed by the USA and Asia – and launch within multiple distribution channels next year.”
The commercialization of New-Meat
Redefine Meat’s New-Meat range is made from plant-based ingredients using a range of proprietary and patented technologies, including the firm’s own Meat Matric Additive Manufacturing process. The company has worked closely with global meat experts to understand the complexity of animal muscle structure to produce whole cuts of plant-based meat that replicate the taste, mouthfeel, and texture of the real thing.
The New-Meat range includes a selection of products that have already found their way into almost 150 restaurants in Israel.
Redefine Meat’s New-Meat whole cut products will now also be offered on the menus of multiple high-end restaurants in the UK, Germany, the Netherlands and Israel, reportedly marking the first time high-end restaurants will offer plant-based whole cuts to their diners.
The 3D printed plant-based cuts have received glowing praise from several leading European chefs, including Pierre White who said he was “mind-blown” by the product. “Redefine Meat’s New-Meat products are pure genius, giving you all the sustainability and health benefits of plant-based, without the compromise on taste and texture,” he added.
Blaauw echoed these sentiments, saying: “For me this is a gamechanger, as we can now serve another variety of high-quality meat to our customers that just happens to be made from plant-based ingredients. Even now my head is still spinning with the possibilities this meat creates for our menus.”
Meanwhile, Joachim Gerner, Head Chef at two-Michelin star restaurant FACIL in Berlin, also said he sees “huge potential” for New-Meat with meat-lovers, and renowned Israeli chef Shahaf Shabtay said the products allow her to “unleash full creativity” to create dream menus every type of diner.
The New-Meat range is designed to address a major gap in the market that achieves cooking performance for chefs to use as a culinary base for a wide variety of dishes in their restaurants. The European restaurants now serving New-Meat on their menus include Pierre White’s 22 UK-based steak houses, and a number of other London and Amsterdam-based eateries.
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Featured image shows New-Meat whole cuts are now available in high-end European restaurants. Photo via Redefine Meat.
