Israel’s Redefine Meat launches plant-based shawarma in the UK

UK – Redefine Meat has added a Shawarma product to its plant-based meat range, with the frozen item now available to purchase through UK online supermarket Ocado.

The launch introduces a plant-based alternative designed for use in wraps, pitas, baguettes, and flatbreads, offering a protein-heavy option for consumers looking beyond traditional meat fillings.

The Shawarma contains a spice mix associated with Middle Eastern cuisine, including cumin, coriander, and cinnamon, with additional flavoring intended to replicate the taste of lamb.

It is made using only natural ingredients and provides 22g of protein and 4g of fiber per serving while remaining low in fat and free from cholesterol.

According to Redefine Meat, the product is intended for individuals seeking a plant-based sandwich filling that is also high in protein and lower in saturated fat than conventional meat.

The Shawarma is priced at US$5.15 (£4) and is positioned as a versatile ingredient that can also be paired with sides such as couscous, salads, Halloumi fries, or roasted potatoes.

Preparation involves heating the product in a pan for a short time, which the company says makes it suitable for quick meals.

Part of a broader range

This launch builds on Redefine Meat’s existing plant-based line, which includes Flank Steak, Pulled Pork, Premium Burgers, Mince, Lamb Kofta, and Bratwurst.

The company uses technology such as artificial intelligence and machine learning to accelerate the development and optimization of new products, allowing for faster adjustments compared to traditional production processes.

Recent updates to its portfolio have focused on nutritional improvements, with last month’s release of burgers and mince containing 90% less saturated fat than earlier versions.

Georgina James, Ocado’s Buyer for Party Food & Vegan, said the decision to stock the Shawarma followed positive feedback and high repeat purchase rates for Redefine Meat’s other products.

She said the retailer expects the Shawarma to appeal to shoppers looking for plant-based products that align with both taste and environmental considerations.

The release of the Shawarma comes amid ongoing competition in the plant-based meat sector, where companies are working to differentiate themselves through flavor profiles, nutritional value, and cooking convenience.

With the product now available on Ocado, Redefine Meat is looking to expand its customer reach in the growing market for alternative proteins.

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