Redefine Meat
Redefine Meat is an Israel-based food technology company that uses proprietary 3D food printing to produce plant-based meat alternatives for restaurants and retailers, operating across Europe with over 4,000 retail listings.
- Company typePrivate
- Founded2018
- HeadquartersTel Aviv, Israel
- Headcount101–250
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Redefine Meat does
Redefine Meat is an Israel-based food technology company founded in 2018 that produces plant-based meat alternatives using proprietary 3D food printing technology. The company's core technology — combining 3D printing, meat digital modeling, and proprietary food formulations — enables complex texture and structural replication of conventional animal meat, addressing the historical weakness of plant-based products in mimicking the sensory experience of beef. The company initially pursued a foodservice-first go-to-market strategy, beginning with approximately 200 restaurants and a chef-driven pull-demand model where chefs provided feedback for continuous product improvement, before expanding into retail distribution.
The company generates revenue through product sales across two primary channels: foodservice (direct restaurant partnerships) and retail (supermarkets and online platforms). It prices its products at parity with conventional beef — a positioning the company reports has been reinforced by rising beef prices in key European markets (up 14% in the Netherlands and 16% in Germany and France in Q1 2025). Key retail partners include Asda (197 UK store locations, representing the first UK Big Four supermarket listing), Ocado (online retail), and the Concept Family Franchise AG distribution partnership supplying restaurant chains across Europe. Production capacity is being scaled through two production lines in Israel and the Netherlands, funded by a $135 million round led by Hanaco Ventures in January 2022. The company serves multiple customer segments: restaurants seeking premium plant-based menu items, retail consumers interested in sustainable protein, and health-conscious or environmentally motivated shoppers, with over 4,000 European retail listings as of 2025.
Redefine Meat firmographics
Firmographics- Name
- Redefine Meat
- Website
- https://redefinemeat.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Redefine Meat is an Israel-based food technology company that uses proprietary 3D food printing to produce plant-based meat alternatives for restaurants and retailers, operating across Europe with over 4,000 retail listings.
- Ownership category
- akta.pro rank
Redefine Meat industry classification
Industry- Product category
- Plant-Based Meat Alternatives
- NAICS
- Meat Processed from Carcasses (311612), Animal Slaughtering and Processing (3116)
- SIC
- Sausages & Other Prepared Meat Products (2013), Food And Kindred Products (2000)
- akta.pro primary industry
- Texturization & Structuring Technologies (Extrusion, Shear-Cell, Spinning, 3D Printing) (AFANAKAI)
- akta.pro secondary industries
- Plant-Based Beef/Pork Alternatives (Analog Red Meat) (AFANAKAM), Plant-Based Meat & Seafood Analogues Manufacturing (AFAKAGAA)
Keywords
Where Redefine Meat is headquartered
LocationHeadquarters
- HQ city
- Tel Aviv
- HQ country
- Israel
- HQ region
- Middle East
Offices2 records
Markets served
Redefine Meat business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Product Sales - Foodservice: Sale of 3D-printed plant-based meat products to restaurants and foodservice establishments
- Product Sales - Retail: Sale of plant-based meat products through retail supermarket channels including Asda and Ocado in the UK
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Price parity positioning with conventional beef |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Redefine Meat product offering
Product offeringCore offering
Redefine Meat produces plant-based meat alternatives using proprietary 3D food printing technology, meat digital modeling, and proprietary food formulations to replicate the texture, marbling, and sensory experience of conventional animal meat. The company supplies its products to restaurant/foodservice operators and retail channels (supermarkets and online) primarily across Europe.
Product overview
Redefine Meat is a food technology company that produces plant-based meat alternatives using proprietary 3D food printing technology. The company's product portfolio centers on its flagship 3D-printed plant-based meat products designed to replicate conventional beef and other animal proteins, originally developed for restaurant foodservice and now expanding into retail. Key products include the core 3D-printed meat alternatives and newer retail products such as plant-based shawarma launched in 2025. The company operates across Europe with over 4,000 retail listings and restaurant partnerships, positioning its products as price-competitive with conventional beef amid rising meat prices.
Differentiator
Problem solved
Functional benefit
Products and services
- 3D-Printed Plant-Based Meat Products Plant-based meat alternatives (whole-muscle cuts and ground-style products) produced using Redefine Meat's proprietary 3D food printing technology, formulated to replicate the texture, marbling, and sensory profile of conventional animal meat. Sold to restaurant/foodservice operators and through retail channels across Europe.
- Plant-Based Shawarma Spicy plant-based shawarma SKU built on Redefine Meat's 3D-printed meat technology, launched in 2025 for UK retail distribution via Ocado and other channels.
Quantifiable outcome
- 4,000+ European retail listings
- +2 more outcomes
Companies that use Redefine Meat
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
Redefine Meat technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Redefine Meat partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and major.
- Concept Family Franchise AGcoreExpanded successful partnership with Concept Family Franchise AG, supplying plant-based products across multiple restaurant chains and increasing retail presence in Europe. Company actively promoting Veganuary with campaigns, new product launches, and collaborations in Germany, Switzerland, and other European outlets.
- AsdacoreRedefine Meat launched plant-based meat products at Asda, marking the company's first retail listing in the UK Big Four supermarkets. Products available in 197 Asda locations following significant growth in online sales and awards.
- OcadomajorRedefine Meat debuted shawarma product in the UK through Ocado online retail platform, expanding consumer access beyond restaurant channel.
Scale indicators7 records
Recent moves6 records
Expansion highlights2 records
Redefine Meat competitors and assessment
Company assessmentDirect peers
- Impossible Foods: Direct competitor producing plant-based beef analogues with comparable foodservice-led GTM and retail expansion. Targets the same price-parity threshold and the same restaurant chains.
- Beyond Meat: Direct competitor in plant-based meat analogues sold through retail and foodservice in Europe and globally. Competes head-to-head with Redefine Meat for the same flexitarian consumer and the same supermarket shelf space.
- Heura Foods: European (Spain-based) plant-based meat brand with strong foodservice and retail presence across UK, Germany, and other EU markets. Competes for the same European retailer shelf positions as Redefine Meat.
- THIS: UK-based plant-based meat brand with strong British supermarket penetration and foodservice presence. Direct retail competitor for plant-based protein listings in UK grocers like Asda and Ocado.
Emerging players
- Novameat: Micro-extrusion-based plant-based meat startup using proprietary structuring tech to mimic whole-muscle texture. Most analogous to Redefine Meat on the technology axis (novel structuring methods) though at an earlier stage.
- Steakholder Foods: Israel-based 3D-bioprinting company developing cultivated and plant-based meat analogues. Closest direct technological peer to Redefine Meat given the shared 3D-printing approach and Israeli HQ overlap.
- Mosa Meat: Netherlands-based cultivated meat company. Geographic peer (also Netherlands-based manufacturing) and category peer in cellular/structured alternative protein targeting the same European retail customers.
- Upside Foods: US cultivated-meat company with novel structured-protein technology. Comparable as a next-generation alt-protein competitor using advanced food-tech rather than commodity extrusion.
Broad incumbents
- Eat Just: Plant-based (JUST Egg) and cultivated (Good Meat) protein company. Comparable as a multi-platform alternative-protein brand with both foodservice and retail distribution.
- Tyson Foods: Major incumbent meat producer that has also launched plant-based product lines. Relevant as the established protein manufacturer whose conventional-meat price trajectory (rising 14–16% in EU) directly drives Redefine's price-parity advantage.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Redefine Meat social profiles
Digital presenceRedefine Meat financial estimates
Financial estimateRevenue estimate
Valuation estimate
Redefine Meat leadership team
Management profileNumber of profiles
Profiles2 records
Redefine Meat funding detail
Funding detailFunding overview
Funding rounds3 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Redefine Meat M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Redefine Meat
What does Redefine Meat do?
Redefine Meat produces plant-based meat alternatives using proprietary 3D food printing technology, meat digital modeling, and proprietary food formulations to replicate the texture, marbling, and sensory experience of conventional animal meat. The company supplies its products to restaurant/foodservice operators and retail channels (supermarkets and online) primarily across Europe.
Is Redefine Meat a public or private company?
Redefine Meat is a private company. It is classified as venture growth investor backed and is currently operating.
When was Redefine Meat founded?
Redefine Meat was founded in 2018. It employs 101 to 250 people.
Where is Redefine Meat based?
Redefine Meat is headquartered in Tel Aviv, Israel, in the Middle East region.
How does Redefine Meat make money?
Two revenue lines are on record. Product Sales - Foodservice is the primary driver. The others are product Sales - Retail.
Who are Redefine Meat's main competitors?
Direct peers on record are Impossible Foods, Beyond Meat, Heura Foods and THIS. Emerging players are Novameat, Steakholder Foods, Mosa Meat and Upside Foods. Broad incumbents are Eat Just and Tyson Foods.
Does Redefine Meat have an API?
No public API is recorded for Redefine Meat.
What industry is Redefine Meat in?
Redefine Meat's product category is Plant-Based Meat Alternatives. Its primary akta.pro industry code is AFANAKAI, Texturization & Structuring Technologies (Extrusion, Shear-Cell, Spinning, 3D Printing), with a secondary code of AFANAKAM, Plant-Based Beef/Pork Alternatives (Analog Red Meat). Its NAICS code is 311612 and its SIC code is 2013.