Redefine Meat has announced its first bricks & mortar listing in the UK, launching into 385 Asda stores this week.
The brand’s New-Meat products are plant-based, designed to imitate the taste, texture and sensory experience of meat. The brand’s first listing in a Big Four supermarket includes seven SKUs available in 197 Asda stores and at least three products in 385 stores.
The range includes the Redefine Flank Steak, the world-first plant-based steak originally designed for restaurant service, Redefine Lamb Kofta Mix, Redefine Pulled Beef, Redefine Premium Burger, Redefine Beef Mince, Redefine Pulled Pork and Redefine Shawarma.
The launch follows Redefine Meat’s success with Ocado, where it has reported 100.1% year-on-year growth – defying trends in a category which has faced challenges over the past 12 months.
Simon Owen, VP EMEA at Redefine Meat, said: “We’re incredibly excited about our new partnership with Asda. 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.
Continuous product development and innovation are at the heart of our strategy, creating premium, high-quality products that continuously outperform the market in reviews and taste tests. 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.”
Matt Gouland, Head of Frozen Trading at Asda, commented: “By welcoming Redefine Meat to the Asda family, we’re embracing demand for innovative, premium frozen options. 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.”
