New-meat arrives in Belgium, hitting the menus of Antwerp-based ‘Telavivian’ restaurant chain, Boker Tov

Boker Tov and Redefine Meat partner up to serve delicious and sustainable new-meat dishes to diners – at its restaurants, in food trucks and via takeaway

Belgium is the tenth country to serve new-meat, as Redefine Meat expands further into Europe

New-meat pioneer, Redefine Meat, is partnering with Tel Aviv-inspired restaurant chain, Boker Tov, to begin serving new-meat in Belgium. With three locations in Antwerp, Boker Tov will offer Redefine Meat’s plant-based new-meat portfolio across all restaurants, starting off with the Redefine Merguez Sausage and Redefine Burger.

Striving to ‘craft a new tomorrow’ with fresh Tel Aviv-inspired cuisine, Boker Tov (meaning ‘Good Morning’ in Hebrew) welcomes hungry diners in with the following new-meat dishes; a hot dog with Redefine Merguez Sausage, and a smashed burger created with the Redefine Burger. With a rotating seasonal menu promoting sustainable eating habits, new-meat will debut on the restaurant’s summer menu.

Tom Sas, Co-Founder at Boker Tov adds: “We strongly believe in creating a sustainable future, without compromising on quality. Redefine Meat has the perfect solution for this. With a delicious and high-quality portfolio, which inspires culinary creativity, Redefine Meat is the perfect meat alternative, without giving up on any aspect of the beloved ‘meaty’ experience.”

Boker Tov operates with additional culinary avenues, including a catering service and food truck, which they travel with nationwide to attend festivals. Over the next few months, Boker Tov’s food truck will offer festivalgoers across Belgium and the Netherlands the chance to try various new-meat products, including the “new-meat pita” with Redefine Beef Mince.

Festivals include:

Best Kept Secret – 9th June – 11th June
Live is Live – 24th June – 25th June
Tomorrowland – 21st-23rd July and 28th-30th July
Wecandance – 5th-6th August and 12th-13th August
Voodoo Village – 9th -10th September

Consumers can also now order Redefine Burger from the comfort of their own homes via Boker Tov’s ‘Kaffa’ kitchen (available through Deliveroo and Uber Eats), which replaces its existing meat burger offering.

Tom Sas comments, “With our shared Israeli roots and love of tasty food, we immediately felt a kinship with Redefine Meat and its range of products. Boker Tov prides itself on serving food which creates an entire sensory experience for diners, reflecting the vibrant sights, sounds and smells you would find in a Tel Aviv food market. Once we tried new-meat, we could see how the products, which Redefine Meat made to evoke the taste, smell and even mouthfeel of traditional meat that we know and love, fit perfectly on our menus.”

Rene van den Cruijssem, Country Lead Benelux, Redefine Meat, adds: “As we enter the Belgium market, Boker Tov marks the first restaurant chain which we are partnering with. Together, Boker Tov and Redefine Meat offer consumers of all ages and preferences a great meat-eating experience thanks to Boker Tov’s culinary ‘Telavivian’ flair and diverse reach, all with plant-based ingredients and minimal environmental impact. Excitingly, we’re also now at the beginning of the festival season, the perfect place to meet with the Belgium consumers – whether they’re meat-lovers, vegetarian, flexitarian or vegan.”

Since its European commercial launch at the end of 2021, new-meat is now served at nearly 3,000 food service locations across Europe and Israel. Using a range of breakthrough technologies, ranging from material science to additive manufacturing and artificial intelligence, all Redefine Meat products are made from non-GMO plant-based ingredients.


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