Veganuary 2025: Redefine Meat in ‘taste it to believe it’ campaign
Redefine Meat is embarking upon record-breaking new partnerships with upscale online retailer Ocado for Veganuary. The company is working with schools across the country to target the next generation of meat eaters and try to debunk the myth that substituting plant-based meat for meat must result in a taste compromise.
New-meat – an emerging category of premium-quality meat made from plants – has been co-developed with meat experts and endorsed by Michelin-star chefs for providing both vegans and meat lovers alike the meat-eating experience they crave, while being kind to the environment and animals. Putting this acclaim to the test, this Veganuary both consumers and students will have increased access to a diverse range of new-meat, from minced-based products and pulled meats to whole cuts of steak.
Highlight Veganuary collaborations include:
- Restaurants – London Burger brand Patty & Bun will be throwing a ticketed Quitter’s Day Event on 10th January in Hackney, London, the usual day an estimated 80% of people give up on their New Year’s resolutions. Redefine Meat will enable people ‘quit’ their resolutions with three delicious variations of Patty & Bun’s signature burgers – all using Redefine Meat’s premium burger (along with alcohol-free beer) to help guests stick to the challenge of Veganuary and a dry January. In addition to the event, Redefine Meat’s new-meat options will feature in a variety of new Veganuary cuisines with over 20 other restaurant partners nationwide, ranging from traditional roast dinners to ramen options.
- Retail – Redefine Meat will run a 50% off Veganuary celebration with Ocado across a diverse range of Redefine Meat retail products including Redefine Burger, Pulled Pork, Pulled Beef, Bratwurst, Lamb Kofta and Mince.
- Business & industry contract catering – ISS – special dishes designed by Redefine Meat’s in-house chef including Smashed Redefine Lamb Burgers, Classic Redefine Beef Mince Shepherd’s Pie and Loaded Hotdogs with Redefine Bratwurst will be served at nine of ISS’ key catering contract partners across multiple sectors including banking, government and industry to put new-meat to the test with employees. With each dish including a specific carbon emission saving calculated by industry body Klimato, employees will be educated on the sustainability impact of just eating new-meat once a week.
- Education sector – specialist education food procurement organisation, allmanhall has launched its Brighter Burger on school menus across the UK. Available to trial or make a permanent school dish throughout Veganuary, this follows the success of last year’s pilot at Epsom College where the Redefine Premium Burger was put to the test by pupils. 74% of participating students requested that the Brighter Burger appeared on the school menu all year round. Especially created for allmanhall in collaboration with Wildfarmed Flour and Rubies in the Rubble, this bespoke new-meat burger features new plant-based ingredients sourced from 100% sustainable sources. Pupils are engaged and involved, learning how each burger emits just 0.34kg CO2e compared to 5.77kg CO2e of a standard beef burger, equating to a 94% reduction in carbon emissions.
- Fast food delivery – working with Europe’s latest ‘dark-kitchen’ operator, the Redefine Premium Burger will be added to the Dirty Vegan Burger delivery menu as its gourmet option.
Simon Owen, UK managing director, Redefine Meat, notes that having achieved the quality benchmark required by high-end and Michelin-star chefs who love their meat, and built that out with the most diverse product range in the industry, Redefine Meat has overcome the two biggest barriers that have stalled repeat-buying of plant-based meat in recent years: lack of product quality and product variety.
“This is exemplified by the diversity of our Veganuary collaborations, serving the needs of everyday diners through to fine-dining restaurants, hotels and catering, corporates, and mass retail,” he adds. “Following a record-breaking year in the UK of 97% sales growth, this Veganuary we’re expecting new-meat to reach more consumers than ever before.”
