Commercial launch follows the successful pilot of New-Meat* in select Italian restaurants, with consumer demand high for the premium-quality plant-based meat

Endorsed by Michelin-starred chefs across Europe, including former Italian Masterchef judge Joe Bastianich, Redefine Meat’s New-Meat is now available in restaurants nationwide.
Redefine Meat’s premium-quality plant-based New-Meat range include the award-winning premium cuts including flank, tenderloin and striploin, an industry-first range of pulled meats, and a variety of minced-based products.
Redefine Meat™, the pioneer of New-Meat, today announces the commercial launch of its widely-acclaimed New-Meat in Italy. The company’s New-Meat range of premium plant-based products are now available to restaurants nationwide via Redefine Meat’s strategic distribution European partner, Giraudi Meats, with a select group of launch restaurants serving New-Meat on their menus for the public from today (see full list below).

Ideal for vegans, vegetarians and meat lovers alike, Redefine Meat’s diverse range of plant-based premium cuts, pulled meats and minced-based products achieve a level of taste, texture and mouthfeel comparable to high-quality animal meat – endorsed by Michelin-starred chefs across Europe, including Joe Bastianich, former Italian Masterchef judge and Michelin-star chef of several restaurants across Italy. The Italian commercial launch follows the successful pilot of New-Meat in select restaurants in key Italian cities, from everyday food establishments to steakhouses, right through to fine-dining and Michelin-star restaurants.

Eshchar Ben-Shitrit, CEO and Co-Founder of Redefine Meat, comments: “When it comes to food, Italians demand the highest quality – it’s non-negotiable. As a result, the alternative meat industry to date remains largely unpenetrated. Following the huge success of New-Meat in Italy – receiving praise from some of the finest chefs and consumer demand for our products high – we believe we have a unique proposition for the Italian market that delivers the meat-eating experience expected by meat lovers, without the compromise. With the support of our industry-leading partner, Giraudi, we have a first-class distribution channel that will enable us to rapidly expand nationwide and meet our aggressive growth targets.”

With a presence in over 30 countries and an industry-leading sales, marketing and distribution network in hospitality comprising over 300 meat distributors and wholesalers, Giraudi will drive the rapid expansion of New-Meat across the Italian food service industry. As Europe’s largest importer of high-end meat, Redefine Meat’s premium-quality New-Meat provides the ideal meat alternative to complement its high-end traditional meat portfolio including the likes of Angus and Kobe beef.

Riccardo Giraudi, CEO of Giraudi Meats, says; “Working intimately with the Italian food services industry, we’re seeing fast growing demand for more flexitarian products to satisfy the needs of meat-lovers. We’ve been searching for a high-quality meat alternative to address this growing market and we believe the quality of New-Meat is in a category of its own. We’re really excited to share this innovation with our customers and expect a great response.”

In just 18 months since its commercial launch, New-Meat is now being served in thousands of food service providers across the UK, Germany, Netherlands, France, Austria, Sweden, Finland, Monaco, Cyprus and Israel. Using a range of breakthrough technologies, ranging from material science and additive manufacturing to artificial intelligence and machine learning, all Redefine Meat products are made from non-GMO plant-based ingredients. They contain no cholesterol, and do not use any animal or animal by-products.

First Italian restaurants serving New-Meat today:

· Impact Food (Rome)

· Soul Kitchen (Turin)

· Beefbar (Milan)

· Joe’s American BBQ (Milan)

· Smash Burger di Joe Bastianich (Milan & Rome)

· Restaurant Guapo (Verona)

· Ristorante Caciara (Milan)

· Pirati Deluxe (Codogno)

· Restorante Cibo (Settimo Torinese, Turin)

· Restorante Quin (Marina di Massa)

· Ristorante Linfa (Milan)

*Does not contain animal-based ingredients


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