Redefine Meat has announced the launch of its plant-based products into UK stores for the first time.
The brand’s ‘New Meat’ products will be available in Asda stores across the country.
A seven-strong lineup from the brand will be available in 197 stores, with at least three products stocked in 385 stores.
The range includes the signature Redefine Flank Steak, Redefine Lamb Kofta Mix, Redefine Pulled Beef, Redefine Premium Burger, Redefine Beef Mince, Redefine Pulled Pork and Redefine Shawarma.
“We’re incredibly excited about our new partnership with Asda,” said Simon Owen, VP EMEA at Redefine Meat. “Our continued growth in retail shows that exceptional quality drives demand.
“We’re proud to provide more UK shoppers with an upgrade on traditional meat with a highly versatile range of plant-based new-meat that is uncompromising on taste, texture and nutrition while being kinder to the planet.”
The launch marks the first time the brand will be listed in a big four supermarket.
“Continuous product development and innovation is at the heart of our strategy, creating premium, high-quality products that continuously outperform the market in reviews and taste tests,” said Owen. “Taste is the biggest barrier to category entry, and having built our brand in foodservice before entering retail we have been able to demonstrate exceptional taste at scale.
“With our partners at Asda, we are now helping to ensure millions more households can confidently embrace plant-based at home.”
The products are high-protein, non-GMO, preservative free and free from animal-based ingredients and byproducts.
“By welcoming Redefine Meat to the Asda family, we’re embracing demand for innovative, premium frozen options,” said Matt Gouland, head of frozen trading at Asda. “Frozen locks in flavour and provides maximum convenience for home cooks while minimising food waste and environmental demand throughout the supply chain.
“The Asda freezer aisle continues to evolve at pace, providing more exciting options for shoppers and we’re confident that our customers will love the new Redefine Meat range.”
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