Amid a period of industry challenges, premium meat alternatives producer Redefine Meat is celebrating a record year. The company has seen almost 100% year-on-year UK food service sales growth, and recently secured its 1000th UK site partnership with pub retailer Greene King.
The brand’s Redefine Beef Flank steak is now available at 70 flagship Greene King sites UK-wide, including pubs, restaurants, and hotels. The premium-cut plant-based product is said to be ideal for all cooking methods and reportedly generates up to 90% fewer greenhouse gas emissions than its animal-based counterpart.
In total, the plant-based steak is now on the menu at 200 UK sites, with customers including Stonegate Group, Albion, Gusto, and Dirty Vegan Burgers. Meanwhile, Redefine Meat has seen year-on-year retail sales growth of almost 150% through its first UK retailer, Ocado.
“Having broken through the quality barrier of the plant-based industry, we began our journey in fine dining and Michelin-star restaurants ensuring a superior eating experience,” said Simon Owen, UK Managing Director at Redefine Meat. “In transitioning to retail, this top-down approach has also been crucial to ensuring our differentiation by bringing chef-quality new-meat directly to consumers. As is the ability to give food service leaders like Greene King access to a diverse product range beyond just minced-based products, but also pulled meats and whole cuts.”

“Breaking through the quality barrier”
Redefine Meat is also seeing considerable success elsewhere in the world. In June, the brand’s entire chilled range became available to German retail consumers for the first time through the country’s largest online vegan retailer, Velivery. Less than a month later, Redefine Meat announced that the Flank Steak would launch at several leading European retailers, including Coop Switzerland and Dutch supermarkets Jumbo, Albert Heijn, and Crisp.
“Over the last 12 months, we’ve seen an important shift in the global food service industry with many iconic brands transitioning their plant-based menus to more premium-quality options,” said Owen. “We’re seeing this first-hand with the Redefine Meat Beef Flank, the first plant-based premium cut steak to be sold globally at scale – and now sold in thousands of locations in 10 countries.”