Savor a steak that grills, emits an enticing aroma, and even “bleeds” like premium beef, yet reveals a remarkable truth: it is entirely plant-based, meticulously crafted through 3D printing. Redefine Meat, a pioneering food-tech company, redefines culinary excellence with its “New-Meat” line—whole cuts such as ribeyes, tenderloins, and lamb shanks that rival traditional meat without leaving a single hoofprint. This innovation transcends vegan novelty, offering a sophisticated solution for sustainable dining that captivates meat enthusiasts and environmentally conscious consumers alike. With a commitment to flavor and eco-responsibility, Redefine Meat sets a new standard in the food industry. What sparked this bold venture, and how does it impact nutrition and global markets?
Certain products may contain allergens like soy or wheat, and shared manufacturing facilities could introduce traces of eggs or milk, necessitating careful label review. Environmentally, Redefine Meat excels: conventional meat production accounts for 14.5% of global greenhouse gas emissions, according to the UN, while plant-based alternatives significantly reduce this impact. Although not an exact nutritional replica of animal meat, Redefine Meat delivers a compelling, sustainable choice for health-conscious and eco-aware diners.
By enabling distributors to print fresh cuts on demand, Redefine Meat reduces shipping emissions and ensures freshness, aligning with a global plant-based meat market projected to reach $33 billion by 2030. This approach positions the company as a leader in sustainable food production, offering a scalable model that blends culinary excellence with environmental responsibility. Redefine Meat is not merely a product but a transformative force reshaping the future of dining.
The Origin Story: A Vision Takes Shape
Founded in 2018, Redefine Meat emerged from a passion for recreating the sensory allure of meat without its ethical or environmental toll. The company’s founder, Eshchar Ben-Shitrit, a former meat enthusiast turned vegetarian, sought to craft a plant-based steak that matched the taste and texture of beef, driven by a personal longing to enjoy meaty meals with family and friends. Together with co-founder Adam Lahav, Ben-Shitrit assembled a team of chefs, butchers, and scientists to develop the “Meat Matrix Additive Manufacturing” process. This advanced technology employs AI and 3D printing to layer plant-based “muscle,” “fat,” and “blood” into cuts that mirror the texture and taste of animal meat. Since its inception, Redefine Meat has secured over $180 million in funding, including a significant $135 million in 2022, enabling global expansion and production growth. This journey reflects a blend of culinary ambition and technological prowess, transforming a singular vision into a worldwide movement.
Nutrition: Does it Compare to Real Meat?
Redefine Meat’s products derive from plant-based ingredients, including soy, pea protein, chickpeas, beetroot, and coconut fat, resulting in vegan, cholesterol-free offerings. A 100g portion, such as a burger patty, provides 15-20g of protein, comparable to beef, supporting muscle maintenance. Nutritional yeasts contribute B12 and minerals, though iron levels fall short of the heme iron found in red meat, which aids energy metabolism. Replicating beef’s complex flavor profile, with over 2,000 distinct flavors, posed a significant challenge, met through meticulous ingredient selection and AI-driven optimization. Unlike traditional meat, these plant-based cuts eliminate cholesterol and utilize coconut fat for a lighter saturated fat profile, appealing to those prioritizing cardiovascular health.
Certain products may contain allergens like soy or wheat, and shared manufacturing facilities could introduce traces of eggs or milk, necessitating careful label review. Environmentally, Redefine Meat excels: conventional meat production accounts for 14.5% of global greenhouse gas emissions, according to the UN, while plant-based alternatives significantly reduce this impact. Although not an exact nutritional replica of animal meat, Redefine Meat delivers a compelling, sustainable choice for health-conscious and eco-aware diners.
Distribution and Business
Redefine Meat’s strategy is as innovative as its technology. Beyond selling plant-based cuts, the company licenses 3D printers and plant-based “ink” cartridges to distributors, enabling local production of fresh steaks and patties. Since its commercial launch in 2021, Redefine Meat has expanded to Europe, Asia, and the U.S., supplying upscale restaurants, specialty butchers, and select grocery chains, such as Germany’s EDEKA. While precise sales figures remain undisclosed, the $180 million in funding and partnerships across thousands of locations—from Michelin-starred establishments in London to food markets in Singapore—indicate strong market traction.
By enabling distributors to print fresh cuts on demand, Redefine Meat reduces shipping emissions and ensures freshness, aligning with a global plant-based meat market projected to reach $33 billion by 2030. This approach positions the company as a leader in sustainable food production, offering a scalable model that blends culinary excellence with environmental responsibility. Redefine Meat is not merely a product but a transformative force reshaping the future of dining.
