Israeli plant-based meat pioneer Redefine Meat has struck over 30 partnerships with UK retailers, foodservice operators and schools for Veganuary.
On the back of a record year for its UK operation, Redefine Meat is taking things up a notch for the world’s biggest plant-based campaign.
For Veganuary, the month-long challenge where participants eat a vegan diet, the Israeli 3D-printed meat maker has signed deals with more than 30 companies to drive plant-based consumption in the UK.
It includes a partnership with online grocer Ocado, where its year-on-year revenue has tripled. Redefine Meat is running a 50% discount for a range of its retail products, including its burger, pulled pork, pulled beef, bratwurst, lamb kofta, and mince.
And through a Taste It to Believe It campaign, the plant-based meat pioneer is hoping to entice “the next generation of meat-eaters”, collaborating with schools in an effort to dispel qualms about the taste attributes of vegan analogues.
Make a splash in schools, offices and restaurants
Allmanhall, the food procurement group for the education sector, has teamed up with Redefine Meat to put its Brighter Burger on school menus across the UK. It comprised a Redefine Premium Burger patty encased in a bun made from regeneratively grown flour from Wildfarmed and ketchup from Rubies in the Rubble, and generates 94% fewer emissions than a conventional beef burger.
Redefine Meat had worked with Allmanhall to pilot its Premium Burger at Epsom College last year, and 74% of participating students said they’d like to see it on the menu all year round. Now, the Brighter Burger has been made available for schools as a trial or permanent dish throughout Veganuary.
The school focus is shrewd – 9% of Gen Zers in the UK say they’re vegan, and over a quarter (26%) don’t eat meat. With another 26% intending to follow either a plant-based, vegetarian or pescetarian diet, over half of Gen Z Brits could potentially stop eating meat.
Meanwhile, the Israeli company has partnered with caterer ISS, which will serve dishes like smashed lamb burgers, cottage pie, and loaded hotdogs at nine of its contract partners across sectors including banking, government and industry. Employees will see the specific carbon emissions saved by each dish, calculated by Klimato, and be educated on the sustainability impact of eating Redefine Meat just once a week.
In the restaurant space, London-based burger chain Patty & Bun will throw a Quitter’s Day Party on January 10 (when about 80% of people give up on their New Year’s resolutions). Here, it will serve three versions of its signature burgers with Redefine Meat’s patty and zero-ABV beer to help guests stick to Veganuary and Dry January.
Redefine Meat will also appear as a gourmet option on the delivery menu of cloud kitchen operator Dirty Vegan, and feature in a variety of cuisines with over 20 restaurant partners, from traditional roast dinners to ramen.
Overcoming the ‘two biggest barriers’
Following a deal with pub chain Greene King, Redefine Meat’s 3D-printed products are now available at 1,000 restaurant locations in the UK, a market where its overall sales have doubled this year.
The company markets its products as New Meat, which spans beef, pork and lamb in pulled, minced, sausage, burger and whole-cut formats. They’re made in a factory in the Netherlands, undergoing a tissue engineering process that disintegrates textured vegetable protein (TVP) into fibres and blends them with a dough made from soy or pea protein isolates. This gives them a meatier flavour and the fibrous texture key to animal protein.
Its signature Beef Flank steak has been endorsed by leading chefs like Marco Pierre-White and Ron Blaauw, and is said to have won plaudits from consumers of all dietary preferences.
“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,” said Simon Owen, UK managing director of Redefine Meat.
“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. 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.”
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