• New Greene King partnership marks the 1,000th UK site since launch, with Redefine Meat’s award-winning Beef Flank steak now available at 70 sites nationwide
• Other new strategic partnerships include Stonegate, Albion, Gusto and Dirty Vegan Burgers, offering Redefine Meat’s full product range of mince-based, pulled meats and whole cuts
• Company achieves nearly 100% year-on-year sales growth across UK food service

London, UK – 27 November 2024 – Redefine Meat™, the pioneer of ‘new-meat’ – an emerging category of premium-quality meat made from plants – is celebrating a record year with nearly 100% year-on-year UK sales growth in food service, and its 1000^th UK site partnership with leading pub retailer and brewer, Greene King.

Representing significant UK market penetration, the new Greene King partnership supports consumers increasingly looking for mouthwatering, yet sustainable and ethical food options. For Greene King, it offers a new market and an important competitive advantage. Designed for chefs by chefs, Redefine Meat also provides Greene King with two key strategic advantages – product quality and product and service versatility.

Says Simon Owen, UK Managing Director, Redefine Meat: “Having broken through the quality barrier of the plant-based industry, we began our journey in fine dining and Michelin star restaurants ensuring a superior ‘eating’ experience. In transitioning to retail, this top-down approach has also been crucial to ensuring our differentiation by bringing chef-quality new-meat directly to consumers. As is the ability to give food service leaders like Greene King access to a diverse product range beyond just minced-based products, but also pulled meats and whole cuts.

“We’ve found that chefs really value the ability to co-develop new-meat products with us, something we’re not seeing with other plant-based suppliers. This enables us to respond to their customer’s specific preferences, whether that’s elevating existing plant-based menus, or introducing food service locations to the category for the first time. Celebrating our 1000^th UK site through our new Greene King partnership, we believe we’ve hit a major milestone for the UK food service industry – one where high-quality plant-based options that taste delicious, are increasingly becoming a mainstream consumer preference.”

Greene King Partnership

Greene King will serve the unique Redefine Beef Flank steak at 70 flagship sites across its pubs, restaurants and hotels throughout the UK. Rich in flavour, the Redefine Beef Flank is a premium-cut steak perfectly replicating the tender and juicy nature of animal meat, ideal for all cooking methods.

Plant-based, the Redefine Beef Flank allows vegans as well as meat lovers to enjoy a great meat-eating experience, but without compromising on taste. Made with non-GMO ingredients and containing no animal-based ingredients or by-products, the Redefine Beef Flank generates up to 90% fewer greenhouse gas emissions compared to their animal-based equivalents.

Alongside other Redefine Meat products including Redefine Burgers, Pulled Pork, Pulled Beef, Mince, Bratwurst and Lamb Koftas, the Redefine Beef Flank Steak is now featured on the menus of UK 200 sites nationwide. Customers include Stonegate Group, Albion, Gusto and. Dirty Vegan Burgers. While the company’s year-on-year retail sales growth of nearly 150% through its first UK retailer, Ocado, also demonstrates an escalating UK consumer demand for quality plant-based options.

Adds Simon Owen: “Over the last 12 months, we’ve seen an important shift in the global food service industry with many iconic brands transitioning their plant-based menus to more premium-quality options. We’re seeing this first-hand with the Redefine Meat Beef Flank, the first plant-based premium cut steak to be sold globally at scale – and now sold in thousands of locations in 10 countries.

“In the UK, we’re ready to support this local growth thanks to our large-scale state-of-the-art facility in the Netherlands. For customers such as Greene King, this facility ensures that as the market grows, they know that we can meet their requirements. While the overall plant-based market has gone through a challenging period of consolidation, 2024 has been a year of strong growth for Redefine Meat and we’re excited for the year ahead.”