Redefine Meat Sees Double Growth in UK Foodservice Sales
Alternative meat company Redefine Meat is making strides in the UK, reporting a nearly 100% year-on-year increase in foodservice sales.
The brand attributes this success to its partnerships and innovative offerings, positioning itself as a leader in a challenging market.
Expanding Partnerships Across the UK
Redefine Meat is now featured in 1,000 foodservice outlets, with its Beef Flank steak rolled out to 70 locations of Greene King, a prominent UK pub chain.
Additional collaborations include Stonegate, Albion, Gusto, and Dirty Vegan Burgers, further broadening its reach.
The company’s Senior Vice President and General Manager for EMEA, Edwin Bark, shared the strategy behind their success: “We’re continuing to invest in and target new partnerships, driven by a series of NPD.”
Innovative Approach to Plant-Based Meat
Unlike traditional players, Redefine Meat prioritizes foodservice over retail, allowing for close collaboration with chefs.
Simon Owen, Redefine Meat UK Managing Director, said, “We’ve found chefs really value the ability to co-develop new-meat products with us, something we’re not seeing with other plant-based suppliers.”
Their focus on premium plant-based meats, such as the globally scaled Beef Flank steak, aligns with the growing demand for high-quality alternatives.
The company recently engaged chefs through a Dutch panel event at their visitor center in the Netherlands, showcasing the innovation behind their products.
Outperforming a Tough Market
While the European alternative meat market grew by 5.5% to €5.4 billion in six countries last year, the UK and Netherlands have struggled to rebound.
However, Redefine Meat’s approach seems to be paying off, offering a path forward for plant-based brands looking to thrive in a competitive space.
With plans to launch new products and form additional partnerships, Redefine Meat continues to redefine the plant-based meat sector, setting itself apart with its collaborative and innovative spirit.
Explore the innovation and growth shaping the alternative meat industry and its collaboration with chefs by visiting our homepage.
