SIAL 2022: Redefine Meat to Unveil Breakthrough Expansion of New-Meat Category, While Evoking All Senses of SIAL’s Visitors

  • Redefine Meat will unveil innovation across its entire product range, endorsed by leading chefs and butchers, further boosting the growth of the New-Meat category in food service across Europe
  • Redefine Meat will announce aggressive expansion plans and collaborations with a new major strategic partner – starting with the commercial launch of New-Meat in France, followed by dozens more in 2023
  • In Hall 6, Booth 190, the company will offer visitors a complete sensory experience, designed to activate all five senses

Paris, France, October 06, 2022 – New-Meat™ pioneer, Redefine Meat™, today announces its participation at SIAL 2022 (15-19 October 2022), as a major launchpad of the company’s product portfolio innovation and geographic expansion. Making its premiere at SIAL, Europe’s largest food exhibition, Redefine Meat will unveil a new product category and the world’s most versatile range of plant-based premium cuts to date – endorsed by high-end chefs and butchers and adopted by close to 1,000 locations worldwide.

At SIAL, Redefine Meat will also announce a major partnership with one of Europe’s largest meat importer and distributor, starting with the commercial launch of New-MeatTM in France and dozens more throughout 2023. The company will also conduct three live shows each day that evoke the full sensory experience of visitors with New-Meat.

Just one year from its market debut, the company achieved what was previously considered impossible in the culinary world: New-Meat products made from plants, with a level of quality suitable for high-end chefs and butchers, which have now been adopted widely in foodservice across Europe. Acclaimed for their unparalleled taste, texture and mouthfeel, akin to high-quality animal meat, the New-Meat portfolio is available at almost 1,000 locations across Europe and Israel. These include steakhouse chains, some of the Europe’s leading high-end restaurants and fast-casual premium venues – most who had never served alternative meat previously. Embraced by vegans, vegetarians and meat lovers alike, Redefine Meat will bring its complete portfolio to SIAL for the very first time, offering visitors an innovative five-senses experience on the stand (Hall 6, Booth 190), connecting its patented technology into the human passion for meat.

Eshchar Ben-Shitrit, CEO and Co-Founder of Redefine Meat, comments; “The embrace the culinary world has given to our New-Meat in such a short period demonstrates that we are creating a category of our own. Combining our unique technological capabilities with the advantage of working intimately and cooperatively with the high-end culinary sector, at SIAL we will unveil our most complex and broad portfolio of New-Meat products to date, which have been created with chefs, for chefs. The new collaborations announced at the show will bolster our first-class distribution and reach, and looking to 2023, we will accelerate our rapid expansion in Europe and continue our aggressive growth strategy to become the world’s biggest meat company.”

Redefine Meat’s booth, situated in Hall 6 within SIAL’s meat sector, is among the world’s leading distributors and producers of traditional meat. The company will offer visitors the opportunity to taste its full range of products, which are available today at scale – from minced meat products to premium cuts, spanning beef, lamb and pork, including the company’s most recent innovation.

By combining a true love of meat with materials science and breakthrough technologies including additive manufacturing, AI and machine learning, Redefine Meat has achieved a level of quality with plant-based meat, endorsed by leading butchers and chefs. The company’s New-Meat portfolio is available today in the UK, Germany, Netherlands and Israel.

About Redefine Meat

At Redefine Meat™, we love meat. Really, really love meat.

We believe that the world deserves New-Meat™, delicious plant-based meat that is good for the environment and kind to animals. Having studied the unique properties of animal meat and perfected cutting-edge technologies, we’ve developed a wide range of high-quality products that provide the full sensory experience of meat, including flavour profiles, texture and aroma, without compromise.

Our category-defining New-Meat™ portfolio spans minced meat products and premium muscle cuts, which are proudly served by leading chefs at hundreds of restaurants, hotels and other foodservice locations in the UK, Germany, the Netherlands and Israel. In Israel, they are also commercially available in retail channels such as butcher shops.

Redefine Meat is headquartered in Rehovot, Israel, and has over 240 employees in Israel and Europe.


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