Redefine Meat, the Israeli plant-based meat business, is eyeing moves into the retail channels in more of its existing markets.
At present, Redefine Meat sells its soy- and wheat-based products into foodservice outside Israel. In the company’s domestic market, it supplies restaurant and retail customers.
Eshchar Ben-Shitrit, Redefine Meat’s CEO, said the company’s only launches into retailers in a country when it reaches the “critical mass” of consumers already recognising the brand from foodservice.
He told Just Food the company chose a “very, very staggered approach” when it launched in Israel’s retail sector. First, it sold in butchers, then with small urban retailers and, earlier this year, the vegan company secured listings with a nationwide Israeli retailer.
“In the other markets like the UK, Germany and the Netherlands, we’re not yet at a critical mass. It will happen. It will happen soon,” he said. “But we first need to have this critical mass and then go to niche restaurants and then to go to retailers, so, it will happen next year.”
Last month, Redefine Meat secured business with eight foodservice providers in the UK, a market it entered in 2021. “We’re seeing huge demand for Redefine Meat outside of London, particularly in the southeast and west,” Ben-Shitrit said, without providing specific figures.
Overall, the company is “getting closer to” selling in 4,000 locations, with Israel accounting for about a quarter, he added.
“Redefine Meat keeps expanding in the European market with dozens of strategic partnerships closing each month,” Ben-Shitrit said. “Collaborations that have been initiated lately include the Enchilada group in Germany, Pinchos and ChouChou in Sweden and, in the Netherlands, we have partnered with Sugo – one of the most famous pizza chains in the country.”
The company’s products are also available in Malta and Greece, although Ben-Shitrit said that was after local distributor Giraldi Group decided to launch in the two Mediterranean countries.
Redefine Meat doesn’t try to “compete with existing plant-based products,” the chief executive said it’s trying to “grow the category”.
The meat-alternatives category has seen sales come under pressure in some developed markets in recent quarters, including in the US and the UK.
Ben-Shitrit said consumers have been “faced with products that didn’t answer their needs”. He insisted shoppers and retailers “believe in this category but they cannot try another disappointing plant-based burger. They’re not willing to try anymore. This is a problem”.
He describes Redefine Meat’s target audience as “conscious carnivores”. The company, he added, is trying to concentrate on products like “pulled beef” and “pulled pork” because “conscious carnivores don’t want another chicken nugget”.
He added: “This is not a vegan option for vegans. This is new meat that is relevant.”
Redefine Meat’s main shareholders are CPT Capital, Hanako Ventures and Synthesis Capital. The company does not disclose the size of the stakes the investors own its annual turnover. Ben-Shitrit said the business is growing by “multiple double digits every quarter”.
