In what it says is a major milestone for the food industry, New-Meat pioneer Redefine Meat has launched ‘the first ever category’ of plant-based whole cuts designed to be comparable to high quality animal meat.

The range of New-Meat products – including beef and lamb cuts, as well as burgers, sausages, lamb kebabs and ground beef – is initially available within select restaurants in the UK, Germany, the Netherlands and Israel to incorporate as part of their menus.

The brand says that by offering whole cuts, it has moved beyond today’s alternative meat offerings and is tackling two main barriers to mainstream adoption of plant-based meat: product quality and variety. It adds that the move reflects its goal to become the world’s largest meat company by offering ‘every single cut that a cow does’.

We’ve achieved a level of superiority in taste and texture that surprised even some of the most recognized chefs in the world

“Over the past few weeks at COP26, we’ve seen world leaders commit to landmark goals such as the elimination of all deforestation by 2030, which requires a significant reduction in global meat consumption,” says co-founder and CEO Eshchar Ben-Shitrit. “Redefine Meat has its eyes set on the real problem – not meat, but the way it’s produced. We have a genuine solution that today, not in 2030, preserves all the culinary aspects of meat we know and love, but eliminates cattle as a means of production.

“We’ve achieved a level of superiority in taste and texture that surprised even some of the most recognized chefs in the world, and our unique technological capabilities enable us to replace every part of the cow for the first time. By continuing our close collaboration with the top-tier culinary world, we will accelerate our product rollout in the coming months – beginning with Europe and followed by the USA and Asia – and launch within multiple distribution channels next year.”

Redefine Meat cites widespread acclaim from respected chefs, including Marco Pierre White, Ron Blaauw, Joachim Gerner and Shahaf Shabtay. Comments White: “When I first tasted Redefine Meat, I was mind-blown. The world needs to eat less meat, but the reality is that until now plant-based meat products have fallen way short in terms of the quality and versatility required for our menus. Redefine Meat’s New-Meat products are pure genius, giving you all the sustainability and health benefits of plant-based, without the compromise on taste and texture.”