Redefine Meat launches updated plant-based burgers across Europe

EUROPE – Redefine Meat has introduced its latest line of plant-based meat alternatives, rolling out a new burger and beef mince in retail stores across the Netherlands, Germany, and France.

The updated products are part of the company’s next-generation range, which has been reformulated to enhance nutritional value and deliver a closer taste to conventional meat.

Among the key changes are a reduction in saturated fat by up to 90% and protein content ranging from 11 to 16 grams per 100 grams.

These items have been developed following feedback from chefs, food scientists, and consumer testing groups, which included both vegans and meat eaters.

The company says the new versions were created based on extensive taste and texture evaluations, designed to meet expectations of consumers seeking a closer meat alternative.

Redefine Meat’s CEO and co-founder, Eshchar Ben-Shitrit, said that the focus remains on flavour, particularly to attract people who still regularly eat animal meat.

According to Ben-Shitrit, many meat-reducing consumers want plant-based products that match the sensory experience of real meat, something the company has aimed to achieve in this round of development.

The new formulations have also been adjusted to improve their health profile, reaching the highest Nutri-Score rating of A, according to the company.

The ingredient list has also been revised, with methylcellulose content brought down to under 2% in the new recipes.

Along with taste and nutrition, Redefine Meat says its technology played a central role in speeding up product development and refinement.

The company uses patented 3D-printing technology and artificial intelligence tools to analyse and improve the texture and appearance of its plant-based meats.

This capability allows the business to test and iterate new ideas faster than traditional plant-based production methods.

The products will be stocked in major retail chains, including Jumbo, Picnic, Plus, and Vomar in the Netherlands, Tegut in Germany, and Monoprix in France.

While launching the new line, the company also responded to growing concerns about processed plant-based foods lacking key nutrients.

Ben-Shitrit stated that their offerings are designed to include protein, fiber, and vitamins, without cholesterol, positioning them as an alternative to some heavily processed items on the market.

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