Wednesday, October 5, 2022

New-Meat – Redefine Meat and MeEat Partner to Distribute to Finnish Restaurants

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Do you remember back in April how we told you that Selfridge’s in London was set to be the first department store to serve Redefine Meat’s New-Meat as part of its in-store restaurant. Well…the expansion continues across Europe, and this time it’s into Finland!

Redefine Meat has announced the expansion of latest product, New-Meat, into Finland where it will partner with MeEat to distribute to restaurants nationwide. Already adopted by many high-end chefs across Europe, this latest collaboration will, for the first time, provide Finnish restaurants plant-based premium cuts of meat, and minced products, that are comparable in taste and texture to animal meat. 

New-Meat Creators

As a creator of plant-based meat products, MeEat plans to include New-Meat in its production of foods for the restaurant industry – initially selling Redefine Meat’s Beef Flank, Lamb kebab, and Beef Burgers with immediate effect, and slowly incorporating other products as demand grows. 

Mikko Karell, MeEat CEO commented: “MeEat has been working in the meat industry for over 25 years, so we pride ourselves in knowing meat inside out. What Redefine Meat has achieved with its new technology is incredible – a level of taste and texture that doesn’t compromise on the meat-eating experience. For us, New-Meat bridges a gap in our product portfolio by enabling us to address Finland’s high-end culinary scene with a premium product for the first time, which will help to further accelerate the country’s transition to plant-based.”

Helsinki Diners

And the first lucky diners to eat New-Meat in Finland will be those who visit Emo, a European style restaurant in Helsinki, with Redefine Meat’s Beef Flank steak being on the menu as of next week.

Niko Suomalainen, Emo Executive Chef, commented: “We’re thrilled to be the first restaurant in Finland to offer New-Meat to consumers. It is exciting to expand our plant-based menu to address a growing appetite for meat alternatives. When we were introduced to Redefine Meat’s steak products, we were taken aback by the level of meat-like texture and taste. We believe that our customers will enjoy it as much as we do.”

Since its initial launch last year, New-Meat is available in over 250 restaurants across Europe, including Germany, the Netherlands, and the UK. By using breakthrough technologies, Redefine Meat produces its plant-based meat with entirely non-GMO ingredients – all of which contain no cholesterol and use no animal by-products.

Eshchar Ben-Shitrit, Redefine Meat CEO and Co-Founder concluded: “We’re delighted to have MeEat and Emo onboard as partners for our commercial launch in Finland. To have the buy-in of all key stakeholders in the meat supply chain – from meat distributors right to down to restaurants – gives us the ideal platform to roll-out New-Meat across Finland. This is our blueprint for success across Europe, and we will continue to expand into new countries over the coming months.”

Alice Soule
Alice Soule is a Writer and Editor, and graduated with a BA in Social Policy. She is passionate about veganism and animal rights but equally has a love of sports, reading, and drinking tea. Alice is a perpetual dreamer and recently finished writing her first novel. As yet to be published...because she's already dreaming up the next story...