Redefine Meat, a plant-based meat alternative brand that has been endorsed by Michelin-star chefs, is moving into the UK retail market via a listing with Ocado.
Currently served at over 4,000 foodservice locations globally, the move into retail follows growing consumer demand for cook-at-home meat alternatives.
From this week, Ocado will stock six of the Redefine’s frozen products – Pulled Pork; Pulled Beef; Bratwurst; Lamb Kofta Mix; Burgers and Beef Mince – with prices ranging from £4.00 to £4.50 per pack.
Each product is claimed to provide the same taste and texture as high-quality animal meat using plant-based, sustainably-sourced ingredients, with no cholesterol or GMOs.
Simon Owen, UK Managing Director of Redefine Meat, said: “This first step into UK retail is part of our worldwide ambition to get as many people as possible eating our delicious plant-based meat that is kind to the planet and to animals. To achieve this, we have overcome the two biggest inherent barriers to the mainstream adoption of plant-based meat: product quality and versatility. Following our success in the hospitality market by penetrating the highest levels of the culinary world, we believe we can also disrupt the retail sector in a big way. Key to achieving this are the right partners, such as Ocado who stand for premium quality and can deliver to consumers nationwide.
“Our second phase, in-store retail launch within supermarkets will come next year with the development of a brand-new chilled products range. Relentless ambition, innovation and perfectionism is why we’re bucking the market by continuing to grow – why foodservice customers keep re-ordering, and why we receive hundreds of messages every week from consumers asking where they can buy new-meat so they can also enjoy it home – now they can with Ocado.”
Olivia Small, Buying Manager at Ocado, added: “We’re pleased to be the first retailer in the UK to sell Redefine Meat to offer consumers new versatility and innovation in plant-based meat products. With one of our key missions being to offer our consumers ‘unbeatable choice’, this range was a natural fit with our unrivalled range of premium products.”
