Redefine Meat is sold in 1,000 foodservice outlets following a new partnership with UK pub group Greene King, seeing its Beef Flank steak rolled out across 70 of the chain’s sites.
This follows other recent foodservice partnerships, including with the UK’s largest pubco Stonegate, Albion, Gusto and Dirty Vegan Burgers.
Redefine Meat would continue to invest in and target new partnerships, driven by a series of NPD, as part of its growth strategy, senior vice president and general manager for EMEA Edwin Bark recently told FoodNavigator.
Redefine Meat’s foodservice focus
Its new pubco listing and near 100% sales uptick puts Redefine Meat ahead of the UK alternative meat/plant-based market, which has yet to rebound like some other European countries.
The European alternative meat market grew 5.5% to €5.4bn across six countries last year, Good Food Institute data showed. However, the UK and Netherland markets were still down.
“Having broken through the quality barrier of the plant-based industry, we began our journey in fine dining and Michelin star restaurants ensuring a ‘superior’ eating experience,” says Redefine Meat UK managing director Simon Owen.
Its foodservice-first approach had allowed the business to better improve its products with feedback from chefs and their customers, he claims.
Plant-based meats European growth
“We’ve found chefs really value the ability to co-develop new-meat products with us, something we’re not seeing with other plant-based suppliers,” Owen adds.
By working with chefs, including through its recent Dutch chef panel, hosted at its new visitor centre in Best, the Netherlands, Redefine Meat had a competitive advantage, the MD claims.
More plant-based brands were beginning to transition onto foodservice menus, especially in the last 12 months and with a focus on premium options.
“We’re seeing this first-hand with Redefine Meat Beef Flank, the first plant-based premium cut steak to be sold globally at scale – and now sold in thousands of locations in 10 countries," says Owen.
Meanwhile, global FMCG brand major, Unilever, announced a food brand clear out as it works towards driving profits up. The Vegetarian Butcher has been named as a brand that is for sale.
