Israeli food-tech start-up Redefine Meat this week announced plans to launch its plant-based alternative meat products commercially in the UK and elsewhere in Europe by the end of the year, and is expected to reach the states. United and Asia in 2022.

The Tel Aviv-based company, founded in 2018 as Jet Eat by Eshchar Ben-Shitrit and Adam Lahav, has developed digital processes to produce sustainable, protein-rich, cholesterol-free, plant-based meat substitutes. . The company claims that its products taste like real meat and have the correct texture through a process that involved layering in built-in properties such as flavor and color.

Last month, the startup commercially spear five new types of alternative 3D printed meat at select Israeli restaurants and hotels across the country. New products include a premium 170-gram (6-ounce) burger, ground beef, sausage, kebab, and a cigar wrapped in Middle Eastern paste.

“The launch of our first product portfolio represents a significant milestone in our mission to become the world’s largest meat company and accelerates our ability to bring our new innovation to market later this year,” said Ben-Shirit, who is the CEO of Redefine Meat.

The new plant-based meat products are currently available at restaurants such as Hudson Brasserie, Nam, Asif, 2C and Bodega American Kitchen in Tel Aviv; Eddie’s refuge in Eilat; The lounge at the Inbal Hotel in Jerusalem; Bar Sinta in Haifa; Guesta in Karmiel; and Guoje & Danielle at Moshav Bnai Zion.

Earlier this year, NoCamels announced that Redefine Meat had completed a $ 29 million Series A funding round, the largest amount raised by an alternative meat company at this stage of growth. At the time, the company said the investment will be used to expand the company’s portfolio and support its commercial launch and international growth in 2021. It will also be used to support the planned completion of a facility of large-scale production for industry Alt-Meat 3D printers are slated for release later this year.

The company, which unveiled the world’s first plant-based 3D printed steak (Alt-Steak) last summer, also launched a large-scale blind tasting test with meat distributor Rishon Lezion. Best Meister earlier this year, serving plant-based kebabs and other delicacies to unsuspecting meat lovers in the Israeli town of Kidron.

“Every product in the line and those to follow are born from our understanding of meat at the molecular level, extensive R&D and technological innovation, which, combined, allow us to create any meat product in existence today. ‘hui. This has been essential in achieving a taste superiority that we honestly didn’t even expect, and the technological versatility to do what no one else has done – replace. all part of the cow with tasty plant-based meat, ”said Ben-Shirit.

“In 2018, my co-founder and I started with a vision to replace the whole cow with flavorful meat alternatives that would be adopted by meat lovers around the world,” added Ben-Shirit, “With support from such strong and strategic investors as partners, and the incredible global interest we continue to receive, the progress we have made has been phenomenal and we are only just beginning. For those looking to believe it, I encourage you to give it a try. our New Meat and taste it for yourself We don’t expect you to like it, we expect your mind to be blown away.


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