Redefine Meat has announced its first bricks and mortar listing in the UK, launching into 385 ASDA stores nationwide this week.
The brand’s innovative New-Meat™ products are plant-based, designed to celebrate the taste, texture and sensory experience of meat. Seven SKUs will be available in 197 stores as part of the brand’s first listing in a Big Four supermarket, marking a major new addition to ASDA’s frozen aisle and plant-based offering. 385 stores will stock at least three products from the Redefine Meat range.
The range, available in store and online, includes the signature Redefine Flank Steak, the world-first plant-based steak originally designed for restaurant service, Redefine Lamb Kofta Mix, Redefine Pulled Beef, Redefine Premium Burger, Redefine Beef Mince, Redefine Pulled Pork and Redefine Shawarma.
The expansion into ASDA marks a significant milestone for the brand as it takes the plant-based category by storm. Redefine Meat, which is also available at Ocado, has reported 100.1% year on year growth at the online retailer, achieving multiple stars in the 2025 and 2024 Great Taste Awards and defying trends in a category which has faced challenges over the past 12 months.
Simon Owen, VP EMEA at Redefine Meat, said: “We’re incredibly excited about our new partnership with ASDA. Our continued growth in retail shows that exceptional quality drives demand. We’re proud to provide more UK shoppers with an upgrade on traditional meat with a highly versatile range of plant-based new-meat that is uncompromising on taste, texture and nutrition while being kinder to the planet.
“Continuous product development and innovation is at the heart of our strategy, creating premium, high quality products that continuously outperform the market in reviews and taste tests. Taste is the biggest barrier to category entry, and having built our brand in Food Service before entering retail we have been able to demonstrate exceptional taste at scale. With our partners at ASDA, we are now helping to ensure millions more households can confidently embrace plant-based at home.”
Matt Gouland, head of frozen trading at ASDA, said: “By welcoming Redefine Meat to the Asda family, we’re embracing demand for innovative, premium frozen options. Frozen locks in flavour and provides maximum convenience for home cooks while minimising food waste and environmental demand throughout the supply chain. The ASDA freezer aisle continues to evolve at pace, providing more exciting options for shoppers and we’re confident that our customers will love the new Redefine Meat range.”
All Redefine Meat products are high-protein, non-GMO, preservative free and free-from animal-based ingredients and byproducts. Find the range nationwide in the frozen aisle at ASDA from 13th October 2025, and online.
