EUROPE – Redefine Meat, a prominent player in the plant-based meat industry, has made its entry into the European retail market by introducing its plant-based products in collaboration with leading UK and Dutch e-commerce grocery stores.
This strategic move comes as recent retail data unveils a sustained decline in conventional meat sales volumes and per capita meat consumption in major Western economies such as the US, UK, and Germany.
Endorsed by high-end chefs for its resemblance to high-quality animal meat, Redefine Meat’s new plant-based meat retail portfolio is set to be available with Ocado (UK), Albert Heijn (NL), and Crisp (NL) later this year, with plans to expand to other supermarkets and countries in the upcoming year.
The company emphasized that its 100% plant-based products, free of cholesterol and GMOs, are ideal for consumers looking to reduce their reliance on animal meat.
Recent figures from the UK government reveal a 14% drop in per capita meat consumption between 2012 and 2022, reaching its lowest level in over a decade.
Similarly, Germany has reported the lowest per capita meat consumption since tracking began in 1989, attributed to a consumer shift toward plant-based proteins.
Nick Cooney, Managing Partner at Lever VC, a venture capital fund focused on the future of protein, noted that the gradual decline in meat consumption in major economies represents a long-term industry disruption, creating significant opportunities for alternative protein sources.
“Redefine Meat’s plant-based meat products, which were previously available at 4,000 food service locations globally, including steakhouses, fine-dining restaurants, hotels, and chains, are now accessible to consumers online,” he noted.
“The retail product line, including Redefine Beef Mince, Redefine Pulled Pork, and Redefine Lamb Kofta Mix, mirrors the taste and texture of the acclaimed foodservice range but in consumer-sized packs for home use.”
Meanwhile, the company plans to launch its award-winning whole cut range, including flank, as part of a new chilled product range in supermarkets next year.
Redefine Meat’s CEO and Co-founder, Eshchar Ben-Shitrit noted that the company’s success in food service positions it well to disrupt the retail segment with a focus on product quality and variety.
He added that as consumers increasingly shift away from conventional meat, the plant-based food industry continues to experience growth.
“Over the next 12 months, we will continue to aggressively execute our go-to-market strategy to get our products directly into the hands of consumers fastest, including more products, a brand-new chilled products range and expansion into new countries.”
According to a report from Lever VC highlighted that its global portfolio of plant-based food brands has achieved over 50% year-over-year sales growth in 2023.
This shift away from meat consumption has prompted challenges for the traditional animal agriculture industry, with major players making adjustments in response to changing market dynamics.
“Redefine Meat’s expansion into the European retail market signifies a broader trend towards plant-based alternatives, providing consumers with sustainable and ethical choices while reshaping the landscape of the food industry.”
