• With over 6,000 outlets already serving the company’s products, Redefine Meat continues its expansion into retail with immediate availability also in Jumbo (Netherlands), Monoprix (France), Coop (Switzerland), and Velivery (Germany).
• Aiming to become the world’s largest meat company, Redefine Meat plans to double the number of retail outlets serving its products every six months.
• Leading UK retailer, Ocado, reports that within 6 months from launch, 10% of new-meat purchases have come from first-time buyers of plant-based products. More than a third of shoppers in the Netherlands are repeat purchasing.
• In response to growing demand and the company’s expansion plans, Redefine Meat will ramp up production at its large-scale factory in the Netherlands.

London, UK – 31 July 2024 – Redefine Meat™, the pioneer of ‘new-meat’ – an emerging category of premium-quality meat made from plants – today announces new retail collaborations with nationwide retailers in the Netherlands, France, Switzerland and Germany as it continues its aggressive expansion across European retail.

The new retailers include internationally known Coop in Switzerland; the leading Dutch retailer Jumbo – renowned for its premium meat offering, Velivery – Germany’s largest online vegan shop and the French retail chain Monoprix.

In the UK, premium-quality retailer Ocado has reported seeing a 10% increase in new customers opting for plant-based since the arrival of Redefine Meat’s products. Additionally, more than a third of shoppers in the Dutch retailer Crisp have been repeat-purchasing new-meat soon after their first purchase – which has been one of the pitfalls of the wider plant-based industry. This is a validation of the Redefine Meat distinctive quality and versatility as well as its great stand-out as ‘meaty brand’ on shelf.

Redefine Meat plans to rapidly scale up production at its industrial-scale state-of-the-art factory in the Netherlands to support the company’s aggressive retail expansion and meet the rise in demand. The increase in the supply of new-meat is projected to offset 210,000,000 KG of CO2.

Eshchar Ben-Shitrit, CEO and Co-Founder of Redefine Meat, commented, “As we continue to expand our retail presence across multiple European countries, we are strategically positioning ourselves to capture an even larger share of the meat market with our most diverse portfolio ever. Our aggressive expansion plans and the increasing demand for our premium-quality ‘new-meat’ products demonstrate how we are reshaping the future of the category and the protein transition from animal meat to new-meat.”

Launched in 2022 with a unique go-to-market strategy to capture the high-end food service industry, Redefine Meat’s new-meat received widespread acclaim from meat experts and Michelin-star chefs. Endorsed for achieving the taste and texture of high-quality animal-based meat, Redefine Meat’s new-meat products have been embraced by vegans, vegetarians and meat lovers alike, and today is available in 8 countries in more than 6,000 food service outlets – from street food shops and casual diners to catering and hotels, through to traditional steakhouses and fine-dining establishments. Building on its success catering to the needs of high-end chefs, the company launched its first direct-to-consumer offering this year via European retail.

Full list of retailers includes:

CH – Coop, DE – Velivery, FR – Monoprix, IL – Carrefour, Hatzi Hinam, Nit. Nitzan Ha’Duvdevan, Shufersal, Vegan Supplies and Yochananoff, NL – Albert Heijn, Crisp, and Jumbo, SWE – Hemköp, ICA, and Umeå Duå AB, UK – Ocado