• Endorsed by Michelin star chefs for its comparability to high-quality animal meat, Redefine Meat’s premium-quality plant-based new-meat is now available to consumers for the first time via Ocado.
• Six versatile new-meat products are available to order today from Ocado including Redefine Pulled Beef and Pork, Redefine Lamb Kofta Mix, Redefine Premium Burgers, Redefine Beef Mince and Redefine Bratwurst.
• UK online retail launch marks Redefine Meat’s first step in building a mass new-meat category in European retail – with supermarkets to follow next year.

London, UK – 22 November 2023 – New-meat^TM pioneer, Redefine Meat, today announces its first entry into UK retail in a nationwide partnership with online grocery retailer Ocado.

Consumers can now buy and cook Redefine Meat’s chef-quality ‘new-meat’ – a new premium-quality plant-based meat range endorsed for its comparability to high-quality animal meat by renowned high-end and Michelin-star chefs such as Marco Pierre-White, Alexis Gauthier, Robin Gill, and Ron Blaauw. With new-meat until now only available to chefs – served at over 4,000 foodservice locations globally, from steakhouses to fine-dining restaurants and hotels – the move to retail follows growing demand from vegans, vegetarians and meat lovers alike for cook-at-home new-meat products.

Available for order today, Ocado is selling six diverse new-meat products to online shoppers – Redefine Pulled Pork; Redefine Pulled Beef; Redefine Bratwurst; Redefine Lamb Kofta Mix; Redefine Premium Burgers and Redefine Beef Mince – with prices ranging from £4.00 to £4.50 per pack. Ideal for consumers looking to reduce their consumption of animal meat, new-meat provides the same taste and texture as high-quality animal meat using 100% plant-based, sustainably-sourced ingredients, with no cholesterol or GMOs. This is exemplified by Redefine Meat’s breakthrough category of Pulled Meats, offering the traditional, melt-in-your mouth taste and texture of slow-cooked pulled animal meat, but cooked in minutes instead of hours.

Each new retail product delivers the same juicy taste and authentic meat-like texture of Redefine Meat’s acclaimed foodservice range for chefs, but in smaller consumer-sized packs and sold straight from the freezer to provide a longer shelf life and significantly reduce waste. The company’s award-winning whole-cut beef flank will also be available within retail next year, bringing the first premium plant-based whole cuts directly to consumers.

Olivia Small, Buying Manager at Ocado: “We’re pleased to be the first retailer in the UK to sell Redefine Meat to offer consumers new versatility and innovation in plant-based meat products.  With one of our key missions being to offer our consumers ‘unbeatable choice’, this range was a natural fit with our unrivalled range of premium products.”

UK Managing Director, Redefine Meat, Simon Owen says: “This first step into UK retail is part of our worldwide ambition to get as many people as possible eating our delicious plant-based meat that is kind to the planet and to animals. To achieve this, we have overcome the two biggest inherent barriers to mainstream adoption of plant-based meat: product quality and versatility. Following our success in the hospitality market by penetrating the highest levels of the culinary world, we believe we can also disrupt the retail sector in a big way. Key to achieving this are the right partners such as Ocado who stand for premium quality and can deliver to consumers nationwide.

“Our second phase, in-store retail launch within supermarkets will come next year with the development of a brand-new chilled products range. Relentless ambition, innovation and perfectionism is why we’re bucking the market by continuing to grow – why foodservice customers keep re-ordering, and why we receive hundreds of messages every week from consumers asking where they can buy new-meat so they can also enjoy it home – now they can with Ocado.”