Redefine Meat makes its awaited commercial debut in Switzerland at the international IGEHO hospitality event from 18th – 22nd November in Basel, Hall 1, Stand A407 (Kitchen Technology sector) in partnership with Fredag AG

Strategic partner Fredag AG (part of the Orior Group) has been appointed as the exclusive distributor in Switzerland, ensuring nationwide availability of the premium Redefine Pro Beef Flank, Redefine Pro Beef Mince and Redefine Pro Burger, followed by the Redefine Pulled Products and Redefine Kabab Mix in Spring 2024
Wholesale partner, Gmür, will further ramp up Swiss distribution of the versatile new-meat portfolio directly to foodservices nationwide
Innovative plant-based butcher and vegan shop, Butch Bunny, is first to offer new-meat directly to customers in Geneva

Redefine Meat™, the pioneer of new-meat, today announces the commercial availability of its widely acclaimed, tasty new-meat in Switzerland, taking the number of countries in which Redefine Meat products are available to a total of 13.

The company’s portfolio of premium plant-based products is now available to foodservices nationwide via Redefine Meat’s exclusive distribution partner Fredag AG, starting with the award-winning Redefine Pro Beef Flank, Redefine Pro Beef Mince and Redefine Pro Burger. From Spring 2024, Fredag’s offering will also include the Redefine Pulled Products as well as Redefine Kabab Mix.

Ideal for meat lovers, vegetarians and vegans 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 many Michelin-star chefs, steakhouses, fine dining establishments and hotel chains across Europe. The delicious, extremely versatile and high-quality meat portfolio also inspires culinary creativity at every level of cuisine and promotes sustainable eating, whilst providing diners with the same sensory ‘meat’ experience.

Founded in 1986, Fredag’s pioneering work in the vegetarian and vegan sector began over 30 years ago with arguably the first Switzerland-wide listing of a meat alternative. Since then, Fredag has continuously refined its expertise and multiplied its product range across all channels. As the leading distributor of premium convenience specialties in Switzerland, Fredag also offers poultry and meat-based convenience products as well as seafood.

Fabian Eggli, Head of Food Service at Fredag AG, comments: “Dietary habits are increasingly changing, and we are witnessing more hybrid consumer behaviour. Specifically, over 60 percent of the Swiss population describe themselves as flexitarians. Based on that, we are looking forward to delighting our customers with a select premium range of new-meat products as the exclusive distributor of Redefine Meat in Switzerland.”

Visitors to the international IGEHO event in Basel will be the first to try Redefine Meat’s plant-based innovations for the hospitality industry. To demonstrate the versatility and exceptional ‘meat-like’ appearance and taste of new-meat, Redefine Meat and Fredag AG will serve up a range of creative, culinary-grade dishes including Redefine Flank with chimichurri; Redefine Pulled Beef stewed in red wine and Redefine Kabab oriental on a bed of hummus at its food truck in Hall 1, Stand 407 (Kitchen Technology Sector).

To further strengthen its Swiss network and to ensure nationwide availability of the new-meat portfolio, Redefine Meat is also working with one of the leading service providers for the Swiss foodservice sector: Gmür. In addition, Butch Bunny, a unique plant-based butcher shop that provides many plant-based products, is now offering the new-meat innovations directly in their Geneva store.

Philip-James Hernandez, Co-Founder of Butch Bunny, says: “Our customers absolutely love the sustainable Redefine PLANT products and find the taste and texture simply unique. Following a consumer trial in our shop, we are now adding the high-quality Redefine Flank and the juicy Redefine Burger to our range. Other products will follow.”

Ulrich Strünck, Commercial Director DACH, comments: “Since our launch just over 18 months ago, our new-meat revolution has gained incredible momentum, with over 4,000 European foodservice outlets now serving our plant-based meat. We’re delighted to be working with such a strong first-class distribution network spearheaded by Fredag to drive our expansion into the Swiss market. Our new-meat delivers the product quality and variety chefs have been waiting for. We cannot wait for IGEHO to open its doors so that visitors can experience our mouthwatering new-meat innovations.”

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.


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