Redefine Meat’s ‘New-Meat’ products to be featured in Selfridges in-store restaurants: The Brass Rail and Harry Gordon’s Bar & Kitchen.

Selfridges includes Redefine Meat, as the only food-centric company among 10 industry leaders, to participate in their earth-conscious retail exhibition.

New-Meat pioneer, Redefine Meat, today announces that Selfridges London is the world’s first department store to feature New-Meat as part of its in-store dining experience. As a culinary first, the New-Meat range achieves a level of quality, taste, and versatility comparable to high-quality, animal-based meat—while being completely plant-based. Launched to the acclaim of leading global chefs, New-Meat is now served at Selfridges’ Harry Gordon’s Bar & Kitchen (Lower Ground floor), and The Brass Rail (Ground floor) with both restaurants serving exclusive New-Meat dishes.

Selfridges selected Redefine Meat to participate in their four-week ‘earth-conscious shop of the future’ retail exhibition— ‘SUPERMARKET.’ As the only food-oriented company featuring in SUPERMARKET, customers will be able to see Redefine Meat behind the scenes for the very first time. From 4th-30th April 2022, visitors will get to explore the New-Meat phenomenon, including its impact on the environment, the technology behind the innovation, and the products’ versatility.

Available in some of the best restaurants in Israel, London, Amsterdam, and Berlin, the New-Meat product range includes Redefine Flank (Beef and Lamb), and culinary grade minced products: the Redefine Burger, Redefine Sausage and Redefine Kabab. New-Meat is now offered at Harry Gordon’s Bar & Kitchen in a delicious Spanish white bean stew, and The Brass Rail, with a tasty ciabatta roll.

Since its commercial launch at the end of last year, the New-Meat range, including the world’s first Redefine Flank steaks, has stunned the culinary world, including esteemed chefs known for their meat expertise.

Eshchar Ben- Shitrit, CEO, and Co-Founder of Redefine Meat says, “Selfridges stands out as a worldwide brand synonymous with quality. Its in-store restaurants are no different and that’s why it’s a natural step for Redefine Meat’s New-Meat products, as defined by their quality, to be listed on their menus. We’re confident that it will continue to surprise and impress the public with the same delicious taste and texture of animal meat, and its truly ground-breaking environmental benefits.”


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