Redefine Meat marks milestone with UK growth and new major partnership

Redefine Meat, a company specializing in high-quality plant-based alternatives to traditional meat, has reported significant progress in the UK market. With nearly 100% year-on-year growth in food service sales and its products now available at 1,000 locations nationwide, the company continues to expand its reach. A key achievement in this journey is its new partnership with Greene King, a leading UK pub retailer and brewer, which highlights the growing demand for sustainable and ethical food options.

For Greene King, this collaboration offers a strategic opportunity to cater to changing consumer preferences while gaining a competitive edge. Redefine Meat provides products crafted with chefs in mind, ensuring both quality and versatility in application.

Simon Owen, UK Managing Director at Redefine Meat, commented on the company’s progress. “Breaking through the quality barrier of the plant-based industry has been central to our success. Our journey began in fine dining and Michelin-starred restaurants, where we focused on delivering an exceptional eating experience. This foundation has allowed us to bring chef-quality products directly to consumers as we expand into retail.

“Our ability to offer food service leaders like Greene King a diverse range of products—beyond minced-based items to pulled meats and whole cuts—has also been pivotal. Chefs value the opportunity to collaborate with us in developing new products tailored to their customers’ preferences. This flexibility enables our partners to enhance existing plant-based menus or introduce plant-based options for the first time.”

Owen sees the partnership with Greene King, now featuring Redefine Meat at 70 flagship locations, as a milestone for the UK food service industry. He believes it reflects a broader shift toward mainstream acceptance of plant-based foods that deliver on both taste and quality.

As part of the partnership, Greene King will serve Redefine Meat’s Beef Flank Steak, a product designed to replicate the texture and flavor of animal-based steak. This premium cut is versatile and well-suited for a variety of cooking methods, making it an appealing option for chefs.

The Redefine Beef Flank is entirely plant-based, made without animal ingredients or by-products, and uses non-GMO ingredients. Its production generates up to 90% fewer greenhouse gas emissions compared to traditional meat, aligning with sustainability goals. By offering this product, Greene King can attract a broad range of customers, from vegans to meat eaters, seeking a high-quality dining experience.

In addition to the Beef Flank Steak, other Redefine Meat products—including burgers, pulled pork, pulled beef, mince, bratwurst, and lamb koftas—are now featured on menus at 200 UK locations. These include popular chains such as Stonegate Group, Albion, Gusto, and Dirty Vegan Burgers.

The company’s retail presence is also growing, with sales through its first UK retailer, Ocado, increasing by nearly 150% year-on-year. This reflects a broader consumer appetite for premium plant-based options.

Owen attributes this success to a shift in the global food service industry toward higher-quality plant-based offerings. “Over the past year, we’ve seen an important transition as many iconic brands upgrade their plant-based menus to include more premium options. The Redefine Beef Flank is the first plant-based premium cut steak to be sold globally at scale, and it’s now available in thousands of locations across 10 countries.”

Redefine Meat’s ability to meet increasing demand is supported by its large-scale production facility in the Netherlands. This state-of-the-art facility ensures consistent supply for partners like Greene King, even as market demand grows.

While the plant-based sector has faced challenges, including market consolidation, Owen remains optimistic about the future. “2024 has been a year of strong growth for Redefine Meat, despite a challenging environment for the broader plant-based market. With the support of our production capabilities and partnerships like Greene King, we’re well-positioned for continued success in the year ahead.”

The partnership with Greene King and the expansion of Redefine Meat’s product offerings mark a significant step forward for the plant-based sector. By focusing on quality and versatility, the company is helping to bring plant-based foods into the mainstream, offering both chefs and consumers more choices without compromising on flavor or sustainability.