Saturday, May 21, 2022

Selfridges to be the world’s first department store to serve New-Meat in its restaurants

Latest News

Selfridges in London is set to be the world’s first department store to feature Redefine Meat’s New-Meat as part of its in-store restaurant menu. 

The range from Redefine Meat aims to achieve a quality and taste that is comparable to high-quality, animal meat BUT with the benefit of being entirely plant based. 

If you fancy giving it a try, the store will be serving New-Meat within its Harry Gordon’s Bar and Kitchen on the lower ground floor, as well as The Brass Rail on the ground floor.

In addition, Selfridges has selected Redefine Meat to participate in its four-week ‘Earth-conscious shop of the future’ retail exhibition called Supermarket. Redefine Meat will be the only food-oriented company featuring at this event and as such, will take centre stage among ten industry leaders.

From 4-30 April 2022, visitors will be able to explore the New-Meat concept, as well as the impact on the environment, the technology, and the versatility the product offers.

New-Meat available internationally 

At present, Redefine Meat’s New-Meat products are available in some of the best restaurants in Israel, London, Amsterdam and Berlin. More specifically, the product range includes Redefine Flank, culinary grade minced products, the Redefine Burger, Redefine Sausage and Redefine Kabab.

Eshchar Ben-Shitrit, Redefine Meat CEO and Co-Founder, said: “Selfridges stands out as a worldwide brand synonymous with quality. Its in-store restaurants are no different and that’s why it’s a natural step for Redefine Meat’s New-Meat products, as defined by their quality, to be listed on their menus. We’re confident that it will continue to surprise and impress the public with the same delicious taste and texture of animal meat, and its truly ground-breaking environmental benefits.”

Redefine Meat’s next steps

Two years ago, we brought news of Redefine Meat, raising $6 million to advance into the 3D printing industry. Subsequently to this, it gained success with the debut launch of its “Alt-Steak”, a steak created by a patent-pending 3D printing technology. We’re so happy to see the progress of another inspiring vegan company and look forward to following the team’s next steps.

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...