Redefine Meat announced the next generation of its plant-based flank steak in March and presented the product to an industry audience at the Plantbased press day in Hamburg last week. The revamped product impresses “with even more juiciness, a more intense flavour and a higher-quality steak texture”. It was developed in collaboration with chefs and meat experts.
The new Redefine Flank Steak will be available to existing catering and retail customers in several European countries, as well as to new customers, in both chilled and frozen formats. It provides 25 g of protein per 100 g, 4.4 g of fibre per 100 g and 0.9 g of saturated fat per 100 g – 66% less than a comparable beef steak. The product is GMO-free and cholesterol-free.
“The next category-defining source of protein for consumers”
Eshchar Ben-Shitrit, CEO and co-founder of Redefine Meat, said, “As pioneers in the plant-based steak category, we are proud to introduce the next generation of our highly acclaimed Flank Steak – a product we believe will be the next category-defining protein source for consumers.
“Thanks to our intensive research and development over many years, state-of-the-art technology and market feedback, we have continuously optimised the ingredients, recipes and production processes to meet the expectations of meat lovers even more closely. Given the positive feedback from our partners in the catering and retail sectors, we are confident that we have created a truly differentiated product that will win over even more chefs and consumers to New-Meat.”
New packaging reduces plastic use by over 60 per cent
Alongside the reformulation, Redefine Meat is switching to a single thermoformed package for its flank steak. According to the company, this reduces plastic use by more than 60 per cent compared with the previous solution.
At the Plantbased Press Day on 21 May at the Foodlab in Hamburg, professional chef Philipp Zitterbart grilled the new flank steak live in front of around 100 invited journalists and content creators.
The ASH and Enchilada as catering partners
In the restaurant sector, the revamped product is already available throughout Germany at the steakhouse chain The ASH and the Mexican chain Enchilada. Steven Sarwar, CEO of The ASH Group, emphasises: “We are constantly on the lookout for products and partners that meet our highest quality standards and complement our portfolio effectively. Redefine Meat’s flank steak, which has been served in all our The ASH restaurants for four years now, fits perfectly into this category. We are therefore all the more delighted to be the first German restaurant brand to serve our guests the new Redefine Flank, with an even juicier flavour, a meatier texture and an improved recipe.”
