Redefine Meat’s innovative plant-based protein alternatives are now available on UK retail shelves, marking a significant achievement as the Israeli company secures its first listing with one of the ‘big four’ supermarkets—Asda.
Beginning 13 October, up to seven products from the New Meat range will be stocked in Asda stores, featuring options like steak, mince, and pulled pork.
The launch of these frozen products includes 385 Asda outlets nationwide, with at least three items in stock at each location. Additionally, 197 stores will carry all seven SKUs.
Founded in Israel in 2018, Redefine Meat asserts that its alt-protein range “is designed to celebrate the taste, texture and sensory experience of meat,” addressing challenges in replicating these qualities that have historically affected sales.
Describing the Asda listing as a “significant milestone,” Redefine Meat has already established an online presence with Ocado.
Simon Owen, the Vice President for the EMEA region at Redefine Meat, commented: “Continuous product development and innovation is at the heart of our strategy, creating premium, high-quality products that continuously outperform the market in reviews and taste tests.”
He added, “Taste is the biggest barrier to category entry, and having built our brand in foodservice before entering retail, we have been able to demonstrate exceptional taste at scale.”
Typically, the company tests products in the food-service channel before retail launches. CEO Eshchar Ben-Shitrit indicated that Redefine Meat reaches a “critical mass” in foodservice before expanding further.
While discussing its entry into Europe, Ben-Shitrit confirmed that Redefine Meat has not yet reached that benchmark in the UK, Germany, and the Netherlands. However, the company has already established a presence in the UK foodservice sector since its entry in 2021.
This publication has reached out to Redefine Meat for updates regarding additional potential retail listings in the UK and beyond, as well as details on existing food-service customers.
In addition to the previously mentioned products, Asda will feature a lamb kofta mix, shawarma, and a burger in its new lineup.
Matt Gouland, Head of Frozen Trading at Asda, stated that the retailer is “embracing demand for innovative, premium frozen options” with the New Meat launch. He affirmed, “The Asda freezer aisle continues to evolve at pace, providing more exciting options for shoppers, and we’re confident that our customers will love the new Redefine Meat range.”