Redefine Meat, the pioneer of ‘new-meat’ – an emerging category of premium-quality 100% plant-based protein – has expanded its retail offering with the launch of its category-first flank steak for the chilled segment . Its award-winning* portfolio now spans both chilled and frozen mince, pulled and premium cuts, available in retail and foodservice channels, for maximum visibility and availability for all shoppers – from meat-lovers to vegans.
Responding to strong retailer and consumer demand, the new chilled Redefine Flank Steak delivers the same premium, chef-acclaimed taste and texture as its frozen counterpart. The flank steak is a flavourful juicy, meaty steak, ideal for grilling on the barbeque, pan-frying and air frying.
A nutritious addition to any meal, the Redefine Flank Steak offers 26 grams of protein per serving, reduced saturated fat compared to animal-based steak, and meets the criteria for a Nutri-Score A rating. Made from premium, non-GMO plant-based ingredients and natural flavours, it is also a sustainable option with approximately 91% less greenhouse gases (GHG) produced per serving compared to animal-based equivalents.
The debut of this new chilled product marks Redefine Meat’s entry into two new retailers, Hoogvliet and Dekarmarkt, across the Benelux region. Existing retailers to feature the chilled flank steak, alongside a range of new-meat products, include Jumbo in the Netherlands, Coop in Switzerland and Tegut in Germany, with a broader European rollout planned in the coming months.
Eshchar Ben-Shitrit, CEO and Co-Founder at Redefine Meat, comments : “Our very first innovation – the category-first plant-based steak – meant we launched the new-meat market with a fear, bringing something genuinely disruptive to an world. After the success of the frozen version across Europe, we’ve now developed a chilled product to broaden the category and meet shopper demand across all aisles – whether they prefer the convenience of chilled or the longer shelf life of frozen.”
* Redefine Burger – Nectar’s TASTY Awards (2025), Guild of Fine Food Great Taste Awards 2024 (2-stars)
Redefine Flank Steak – Horecava Awards (2023), PETA’s 2023 Vegan Food Awards, Casual Dining Award (2023), Guild of Fine Food Great Taste Awards 2025 (1-star)
Redefine Lamb Kofta Mix – Guild of Fine Food Great Taste Awards 2024 (1-star), Guild of Fine Food Great Taste Awards 2025 (2-stars)
Redefine Pulled Beef – Guild of Fine Food Great Taste Awards 2024 (1-star)
