Redefine Meat: all the taste, for a low carbon cost
Redefine Meat specialises in plant-based products that rigorously replicate the taste and sensory experience of meat.
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Redefine Meat
Learn more about Redefine MeatFlexitarians often face a conundrum. Many want to reduce their meat consumption for environmental or health reasons. But for meat lovers, the plant-based alternatives often don't quite deliver the same juicy and satisfying experience. Redefine Meat is filling this gap by creating sustainable and delicious meat alternatives, that use cutting-edge technology to replicate the tastes and textures of meat.
Lead by a self-professed meat-lover turned vegetarian, Eshchar Ben Shitrit (CEO and Co-Founder of Redefine Meat), the scale-up has invested in running 500 sensory panels per year. (1) This means asking a diverse range of volunteers to taste and review Redefine Meat products for flavour, aroma, texture, mouthfeel, and appearance. They also gather feedback from working chefs and incorporate their feedback and suggestions. (2)
“I look at myself as the best consumer for alternative meat because I love meat and I don't eat it,” says Ben-Shitrit. “We set a new level of innovation in the meat alternatives category with a breakthrough that will appeal to the palate of not only vegetarians and flexitarians, but also meat lovers.”
Why we need innovation in meat production
Meat is a global dietary staple, providing essential nutrients and supporting millions of livelihoods within the sector. However, traditional meat production is highly resource-intensive, occupying over a quarter of the world’s land (3) and contributing 14.5% of global greenhouse gas emissions. (4) As demand rises, agricultural emissions are projected to increase by 6% by 2034, making meat, particularly beef, one of the most polluting industries. (5) With world leaders aiming to cut methane emissions by 30% by 2030 compared to 2020, there’s a pressing need to rethink how we produce and consume meat. (6)
In contrast, plant-based meat can offer a lower-impact alternative, using fewer resources, generating fewer emissions, and supporting personal health. These products can be tailored to be higher in fibre, lower in saturated fat and calories than animal meat, contain no cholesterol and still providing protein. (7) This method also means that the antibiotics often used in rearing livestock is not required, which mitigates growing antibiotic resistance in bacterial populations.
Despite these benefits, plant-based meat alternatives face perception challenges. Nearly 80% of consumers view vegan meat alternatives as lacking taste. (8) Concerns about processing and nutritional content also limit adoption, with many saying they'd buy more if these issues were addressed. (9)
Plant-based tissue engineering
Redefine Meat uses 3D printed food to create plant-based steaks that replicate the taste, texture, and overall experience of traditional meat. They have leveraged principles of tissue engineering, advanced food manufacturing technologies and artificial intelligence in a patented process. Their method deconstructs meat into its fundamental components – muscle, fat, and connective tissue – and reconstructs them using a combination of plant proteins, fats and polysaccharide materials. (10)
Using these techniques, Redefine Meat has intricately replicated various cuts of beef. Their products include flank steak, lamb kofta mix and bratwurst, produced in Redefine Meat’s state-of-the-art facilities in Best (Netherlands). Source ingredients include wheat, soy, barely malt, coconut oil and refined rapeseed oil, and natural colouring from beetroot and caramel.
Recently, the company has also responded to consumer concerns that alternative protein products are ultra-processed. The latest range of products reduces saturated fats by 80-90% compared to the previous iterations of their 3D-printed burger and beef mince, a reduction in methylcellulose content to less than 2% and an increase in protein per 100g (from 11g to 14-16g). (11)
As of 2025, Redefine Meat products are available at multiple supermarkets, including UK’s Ocado Germany’s REWE Nord, Netherlands’ Jumbo and Switzerland’s Coop, as well as served in around 5,000 restaurants across eight countries, including as the vegan alternative steak in steakhouses.
The impact of plant-based meals
Redefine Meat’s plant-based steak production uses up to 96% less water, 98% less land, and emits 91% less greenhouse gas than conventional beef production. They estimate that one person replacing two animal-meat meals a week with their products will savings of 43.5 tonnes CO2eq and 14,600 litres of water over their lifetime. (12)
If every family, across the 38 OECD countries replaced one meal per month of traditional meat with Redefine Meat, the water saved would be the equivalent to the annual drinking water of China and India combined. Making this change once a week would save an entire year’s worth of drinking water for the entire global population.
Compared with conventional beef, Redefine Meat's plant-based steak requires
Transforming the market for plant-based alternatives
To date, Redefine Meat has raised $200m and seen revenue growth 2022–2025, as it established itself in the European food service market and entered retail, operates with a team of 250 people.
The company has participated in the Food Accelerator Network (FAN) and RisingFoodStars (RFS) – two of EIT Food’s flagship entrepreneurship programmes. Through its involvement with the RFS and EIT Food Accelerator Network, Redefine Meat gained vital connections, heightened visibility, and access to new markets across Europe.
“Our long-standing partnership with EIT Food has been of great support to Redefine Meat as we grew from an idea to a well-established European company. Today, our products are offered by thousands of restaurants, hotels, caterers and retailers, including Hilton and the Greene King pubs across the UK. EIT Food has helped advise us as we upscaled, gained investment and sought strategic partners in order to make our mark on the European market.”
Redefine Meat has already won multiple awards for its products. They include:
- Redefine Lamb Kofta Mix - Guild of Fine Food Great Taste Awards 2025 (2-stars)
- Redefine Burger – Nectar's TASTY Awards (2025)
- Redefine Flank Steak – PETA's 2023 Vegan Food Awards, Casual Dining Award (2023), Guild of Fine Food Great Taste Awards 2025 (1-star)
3 things learned from Redefined Meat
1. Understand and empathise with your user, even (or especially) if you are challenging their habits.
Redefine Meat appeals not just to vegans, but to meat lovers, so through extensive testing they perfect their product and engage the market.
2. Differentiation through product excellence can carve out a unique space in a crowded market
The plant-based market competes on price, not experience, but Redefine Meat have carved out a niche by creating high-fidelity alternatives that are more enjoyable to eat.
3. Leverage accelerators and innovation networks for funding and build trust in new markets.
Participating in the EIT Food’s RisingFoodStars and Food Accelerator Network led Redefine Meat to partnerships, credibility, and visibility across Europe.
Looking to the future, Redefine Meat has ambitious plans to make new-meat alternatives a mainstream choice for meat consumers. They recently launched the chilled version of its signature flank steak. This addition ensures the entire ‘new-meat’ portfolio is accessible in both the refrigerated and frozen aisles. The company aims to achieve a turnover of several hundred million euros in the coming years and is actively seeking new partnerships to expand its reach.
Discover more about Redefine Meat on the Food Fight podcast
References
- Vegconomist (2025) Redefine Meat: “Innovations Should be Focused on Creating New Plant-based Experiences That Will Attract Consumers New to the Category”
- Redefine Meat (2023) Sensory Panels: The Secret Ingredient to Creating New-Meat The Turns on All Your Senses
- FAO (2012) Livestock and Landscapes
- OECD/FAO (2023), OECD-FAO Agricultural Outlook 2023-2032, OECD Publishing, Paris.
- UN (2025) Global demand for meat and dairy set to rise, but climate and nutrition gaps remain
- World Economic Forum (2024) Global Methane Pledge: which countries are cutting emissions?(6)
- Maitin-Shepard, M. (2025) The nutritional profile of plant-based meat: Strengths and opportunities. The Good Food Institute.
- Kirchner, J., Leet-Otley, T. (2025) Plant-based meat consumer segmentation. The Good Food Institute.
- Bryant, C. (2023) US Plant-based Proteins Market Report 2023. Mintel
- Dikovsky, D. (2024) Addressing the structural sophistication of meat via plant-based tissue engineering
- Green Queen (2025) Israeli startup ‘Redefines Plant-based Meat with 90% Less Saturated Fat’
- Redefine Meat (2025) Environment
