Israel's Redefine Meat serves up plant-based whole cuts of beef


Reporting by Ari Rabinovitch; editing by Barbara Lewis, Reuters

November 16, 2021


TEL AVIV, Nov 16 (Reuters) - Israeli startup Redefine Meat on Tuesday expanded operations into Europe where it hopes to reach thousands of restaurants by the end of next year and served for the first time its plant-based whole cuts of alternative meat.


The 3D-printed beef substitute was rolled out in Israel, as well as Germany, the Netherlands and the United Kingdom. A mix of soy and pea protein, chickpeas, beetroot, nutritional yeasts and coconut fat, it mimics flank steak, which is also known as bavette.


The company, which until now worked with about 150 restaurants in Israel, said the whole cuts will broaden the appeal of alternative meat products that have mostly been limited to ground-beef dishes, including hamburgers and sausages.


"This is the money-maker. This is the reason we have meat," CEO Eshchar Ben-Shitrit said.


Their larger cuts of alternative meat are more complicated to produce and still evolving...