• The first next-gen products – Redefine Burger and Redefine Beef Mince – will be rolled out immediately to the company’s retail partners in the Netherlands, Germany and France
• Nutritional improvements include a reduction in saturated fats by 80-90% across the range, as well as 11-16 grams of protein per 100 grams
• Developed with chefs, meat experts, and consumers, the new range delivers a richer, meatier taste using cutting-edge food technology

Utrecht, Netherlands – 12 June 2025 – Redefine Meat, the pioneer of ‘new-meat’ – an emerging category of premium-quality 100% plant-based meat – has unveiled its next-generation of chilled products for retail. Created for home cooking, the new range meets the highest nutritional standards and offers a more authentic meat experience, refined through extensive sensory testing with culinary professionals and consumers alike.

Building on the company’s acclaimed portfolio of premium-quality new-meat, endorsed by Michelin-star chefs and restaurateurs across Europe, the new renditions of the popular Redefine Burger and Redefine Beef Mince products now fulfil the nutritional requirements for the highest Nutri-Score rating (A). Key improvements include a decrease in saturated fats by 80-90%, an increase in protein level (starting from 14 to 16 grams) * and a reduction in methylcellulose to less than 2%. These two products join others in the new-meat portfolio – the Redefine Beef Flank, Redefine Pulled Pork and Redefine Pulled Beef in meeting these rigorous nutritional standards.

The company has also achieved a new quality benchmark for taste and texture with its next-generation products, delivering an even meatier experience based on the collaboration and feedback from meat experts, chefs and consumers (both vegans and meat lovers) as part of an intensive sensory panel process. With its heritage in technology, from patented additive manufacturing processes to AI and machine learning for meat-optimisation, Redefine Meat has a compelling competitive advantage with the ability to rapidly prototype, test and iterate new products significantly faster than traditional plant-based meat production processes allow.

The new chilled products will be rolled out immediately in leading nationwide retailers across the Netherlands, Germany and France. These include Jumbo, Picnic, Plus and Vomar in the Netherlands, Tegut in Germany and Monoprix in France.

Eshchar Ben-Shitrit, CEO and Co-Founder at Redefine Meat: “Our unique taste-first approach is at the heart of all product development, understanding that taste continues to be the biggest barrier to repeat buying for many flexitarians and meat lovers. While many other plant-based products continue to fall short in this area, our next-generation products build upon our premium-quality legacy to deliver an even meatier taste approved by our chef partners and rigorous consumer testing.

“We also recognize that nutrition is playing an increasingly important role in consumer buying habits,” continues Ben-Shitrit. “With our next-generation products we’re now able to offer the premium-quality taste our customers enjoy, while delivering the nutritional values sought after by health-conscious audiences. While misinformation around UPFs continues to spread, it’s important to understand the difference between good and bad UPFs. It’s clear that crisps or chocolate bars are not the same as our products, which deliver high levels of protein, vitamins and fibre, without cholesterol.”

*Varies between products

• De eerste nieuwe producten – Redefine Burger en Redefine Beef Mince – zijn vanaf vandaag verkrijgbaar bij Jumbo, PLUS, Vomar en Picnic.
• De voedingswaarden zijn verbeterd met 80-90% minder verzadigd vet en 11-16 gram meer eiwit per 100 gram voor beide producten.
• Het nieuwe assortiment is ontwikkeld in samenwerking met chef-koks, slagers en consumenten, en biedt dankzij geavanceerde technologieën een nog rijkere en vollere vleeservaring.

Utrecht, Nederland – 12 juni 2025 – Redefine Meat, de pionier van ‘het nieuwe vlees’ – een opkomende categorie van premium en 100% plantaardig vlees – heeft zijn nieuwe generatie gekoelde producten voor de retail onthuld. Het speciaal voor thuisgebruik ontwikkelde assortiment is veel verbeterd op het gebied van de samenstelling en nutritionele waardes en biedt tevens een nog uniekere vleeservaring.

De eerste nieuwe varianten – Redefine Burger en Redefine Beef Mince – zijn vanaf deze week te vinden bij Jumbo, PLUS, Vomar en Picnic. Ze bevatten tot 90% minder verzadigd vet en 11 tot 16 gram eiwit per 100 gram, afhankelijk van het product. Alle producten dragen nu Nutri-Score A – zonder in te leveren op smaak of textuur.

Eshchar Ben-Shitrit, CEO en medeoprichter van Redefine Meat: “Smaak staat centraal in onze productontwikkeling, omdat we beseffen dat een positieve ervaring stimuleert tot herhaalaankoop. Om consumenten überhaupt tot een aankoop te stimuleren, is het gebruik van premium ingrediënten, die tot een gezonde samenstelling leidt ontzettend belangrijk. Daarom zijn dit de twee factoren die wij – hand in hand – voor de nieuwe generatie van onze producten onder de loep hebben genomen. De nieuwe range is nog lekkerder, lijkt nog meer op het dierlijke alternatief, en is gezonder in samenstelling. Wij kunnen niet wachten totdat jullie het proeven!”