World’s first 3D premium cut steak now available in retail
Launching for use at home for the first time, the Redefine Meat, Flank Steak is now available for consumers via retailers Ocado in the UK, and Coop in Switzerland, with the Netherlands to follow soon through Jumbo, Albert Heijn and Crisp. More countries including Germany and Italy are also set to adopt it.
Endorsed by leading chefs, meat experts and butchers for its fibrous texture, meaty flavour and culinary versatility, the award-winning Redefine Beef Flank has been featured on restaurant menus since 2022 and is the first plant-based premium cut to be sold at scale worldwide.
The Redefine Flank Steak is a juicy, beefy cut ideal for grilling, pan-frying, oven cooking and air frying.
The creation of many years of R&D, the Redefine Flank Steak is produced at scale using a patented additive manufacturing process at the company’s state-of-the-art factory in the Netherlands.
The Redefine Flank Steak is made from premium plant-based non-GMO ingredients and natural flavours, delivering an impressive 25 grams of protein per steak with a Nutri-Score rating of ‘A’. In response to the growing demand for sustainable and ethical alternatives to traditional meat products, the Redefine Flank Steak generates 90% fewer greenhouse gas emissions compared to its animal-based equivalent.
Zee Ahmad, senior buyer – frozen at Ocado comments: “We’ve expanded our Redefine Meat offering to Ocado customers by launching the first premium-quality plant-based steak in the Ocado range. We’ve been pleased with the performance since the launch in late 2023 and are really happy with the glowing shopper reviews. We hope they’ll enjoy the new Redefine Flank Steak just as much and look forward to seeing sales grow through the summer.”
Eshchar Ben-Shitrit, CEO and co-founder of Redefine Meat, concludes: “When we founded Redefine Meat six years ago, we had a bold and seemingly impossible target of launching a premium-quality steak for mass consumers to buy and cook at home. Today marks a historic milestone in that journey, expanding the fast-growing new-meat category to give consumers direct access to chef-quality steaks. Having focused much of our journey to date on refining our products to meet the quality standards of the highest echelons of the culinary world, we’re proud to bring the fruits of this labour directly to consumers through our best-in-class retail partners.”
