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July 27, 2021updated 31 Aug 2021 11:51am

Redefine Meat marks alternative-protein commercial launch in Israel

Redefine Meat previously conducted a blind-tasting trial with Israeli meat distributor Best Meister.

Redefine Meat, an Israel-based start-up that has been developing alternative-protein products since the business was founded in 2018, has made its commercial debut.

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The company produces meat alternatives using 3D printing employing its own platform – a so-called additive manufacturing process, or the atom-by-atom or ingredient-by-ingredient layering of an object based on a digital file.

With more than US$30m in investor funding in hand and a blind-tasting trial with Israeli meat distributor Best Meister now completed, Redefine Meat is launching in a selection of local restaurants and hotels across the country.

Its self-designated ‘new meat’ products will kick-off with a 170-gram burger, sausage, lamb kebab, ‘middle-eastern cigar’ – described as a version of a local treat – and ground beef, from today (27 July). Europe is next in line, planned for the fourth quarter of this year, followed by the US and Asia in 2022.

Also this year, Redefine Meat said it will roll out the company’s first whole cut range after a successful pilot testing.

“Launching our first product portfolio represents a big step in our mission to become the world’s largest meat company and accelerates our ability to bring to market our further innovation later this year,” co-founder and CEO Eshchar Ben-Shitrit said in a statement.

“Each product in the range, and the ones to follow, are born from our understanding of meat at the molecular level, extensive R&D and technological innovation, which combined provides us [with] the ability to create any meat product that exists today. This has been critical to achieving a superiority in taste that honestly, we did not even expect, and the technological versatility to do what no other has done – replace every part of the cow with tasty plant-based meat.”

Establishments taking on the initial range include: Eddi’s Hideout; Joz & Daniel; and Budega American Kitchen.

Redefine Meat added it has a “growing pre-order list in the US, Europe and Asia”.

Earlier this year, the company secured $29m in Series A financing from a group that included Hong Kong-based Happiness Capital and US- and Israel-based Hanaco Ventures. The round was joined by London-based CPT Capital, an alternative-protein investor, Losa Group, Sake Bosch, and K3 Ventures.

In 2019, the business took an initial $6m in funding from Germany’s largest poultry company, PHW-Gruppe, along with CPT Capital, Israel-based Hanaco Ventures and local angel investors.

Just Food interview: “We are creating the future generation of meat alternatives” – Redefine Meat CEO Eshchar Ben-Shitrit

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
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