Redefine Meat lowers prices and introduces new steak

Redefine Meat is launching the Redefine Beef Filet during the National Week Without Meat & Dairy. The Netherlands will be the first country in the world to offer this plant-based steak. Starting in April, it will be available on restaurant menus. This is the second ‘whole-cut’ in the company’s range, following the previously introduced Redefine Beef Flank.

Jesse Vermeer, Director Foodservice Benelux, highlights the growth of plant-based steaks: “Since we introduced our first steak, it has been added to the menus of restaurants like Ron Gastrobar, Loetje, and IKEA. The Redefine Beef Filet is the next step in our mission to replace every part of the cow with a high-quality alternative.”

The filet closely resembles beef tenderloin and was developed in collaboration with chefs such as Ron Blaauw and Bjorn Massop. They praise its texture and mouthfeel. The product is entirely plant-based, free from GMOs, carries a Nutri-Score A rating, and is rich in protein.

10% price reduction

Alongside this new launch, Redefine Meat is lowering its prices for the foodservice sector by approximately 10%. This price reduction applies to all products sold through wholesalers in the Benelux.

Vermeer: “Now that we’ve improved both product quality and variety, we can leverage economies of scale to reduce our prices.”

Redefine Meat continues to expand its market presence. Its products are now featured on the menus of more than 1,400 restaurants and are available at nearly 700 stores, including Albert Heijn online, Crisp, Jumbo, Picnic, PLUS, and Vomar.

Redefinemeat.com