The announcement follows the company’s success with its New-Meat™ beef and lamb portfolio, which led to its first foray into the European pork market.
The 187th Oktoberfest will be held in Munich from September 17 to October 3 and, as we previously reported, will feature a number of plant-based dishes, which is a notable change for the often meat-heavy event. The new vegan sausage, created with pork from Redefine’s New-Meat™, is making its debut at Tegernseer Tal, a classic Munich beer house.
“We’ve been selling Redefine burger products for several months now, and it’s fair to say that customers love it as much as our chefs do.” said Julian Kinner, restaurant manager at Tegernseer Tal.
For the meat lovers
Redefine Meat claims that its new bratwurst rivals an animal-based sausage in terms of juiciness, texture, and the distinctive flavor of conventional pork products. It provides excellent meat eating experiences for meat enthusiasts without sacrificing flavor or sustainability.
According to the company, the bratwurst flavor profile was created by chefs, for chefs, to precisely complement the European palate and is especially suited to the classic German culinary experience. Redefine only uses plant-based, non-GMO, and animal-free components and byproducts in all of its products.
“Since our commercial launch last year, the demand for New-Meat has been incredible with legendary restaurants and chefs across Europe and Israel serving our beef and lamb products,” said Eshchar Ben-Shitrit, co-founder and CEO of Redefine Meat.
The early stages
“The versatility of our technology has enabled us to today introduce a whole new type of protein to address the pork market as we continue to rapidly expand our product portfolio on our path to becoming the world’s biggest meat company.” Ben-Shitrit said.
“Redefine Meat’s ability to identify the needs of the market, understand the taste palate and then produce such a diverse range of high-quality plant-based meat products is already changing the way meat distributors, chefs, and consumers think about plant-based Meat. We’re just at the beginning of this transformation.”
The future of Redefine Meat
The goal of Redefine Meat is to provide high-quality plant-based meats that consumers and upscale chefs would like.
According to the company, their New-Meat™ is created by combining science, cutting-edge ingredients, additive manufacturing, and AI. It is used by chefs worldwide at hundreds of restaurants, hotels, and other food service venues in the UK, Germany, the Netherlands, Israel, and Finland.
2018 saw the establishment of Redefine Meat, which also produced the first 3D-printed plant-based steak in history.
“For our chefs, the product’s versatility allows them to be super creative with the menu. Oktoberfest is the perfect event to introduce the New-Meat™ Bratwurst to the German market, and we are confident that our customers will love it,” the company says.
Beginning in November, the bratwurst will be offered commercially to food service companies in Germany, the UK, and the Netherlands.
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