Redefine Meat announced its launch within European retail – opening up a new category of chef-endorsed premium-quality plant-based products, now sold direct to consumer. Debuting in the UK and the Netherlands, six diverse new products are available to consumers for order today via UK premium online retail giant Ocado, the Netherland's largest retailer, Albert Heijn, and Dutch retailer Crisp who specialize in sourcing fresh and local produce.

For the first time, consumers can now buy and cook Redefine Meat's new-meat which has been developed with and endorsed for its comparability to the taste and texture of high-quality animal meat by experts and Michelin-star chefs such as Marco Pierre-White, Ron Blaauw, Alexis Gauthier, and Robin Gill. Until now, new-meat was only available at 4,000 food service locations across the globe which included steakhouses, fine-dining restaurants, hotels, and chains, but is moving into retail due to the growing demand from vegans, vegetarians, and meat lovers alike.

The new-meat retail portfolio fills current quality and versatility gaps in the plant-based category by offering consumers access to four premium-quality minced-based products and two pulled meat products. These include Redefine Beef Mince, Redefine Lamb Kofta Mix, Redefine Premium Burger, Redefine Bratwurst, as well as the company's unique Redefine Pulled Pork and Redefine Pulled Beef which offer 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 range, including flank, will be launched as part of a new chilled product range in supermarkets next year.

Ideal for consumers looking to reduce their consumption of animal meat, new-meat is 100% plant-based, uses sustainably sourced ingredients, and has no cholesterol or GMOs. The range of mince and pulled meats serve a wide range of cooking methods, allowing consumers to easily swap to a plant-based option in any equivalent animal-meat dish they prepare at home. The retail portfolio has been directly influenced and developed based on the feedback of world-renowned chefs, butchers, meat experts, vegetarians, and vegans.

www.redefinemeat.com