Redefine Meat, a producer of plant-based “new-meat” products, has made its debut at UK supermarket chain Asda, marking its first launch at a Big Four supermarket in the country. Seven Redefine Meat products will be available in the frozen aisle at 197 Asda locations, with at least three SKUs from the range stocked in 385 stores. The products include the signature Redefine Flank Steak, Lamb Kofta Mix, Pulled Beef, Shawarma, Beef Mince, Pulled Pork, and the Premium Burger.

The brand has seen significant growth, with over 100% year-on-year sales increase at online retailer Ocado and multiple stars in the Great Taste Awards. Redefine Meat's products are high in protein, non-GMO, preservative-free, and offer a 90% reduction in saturated fats. The company aims to provide an upgrade on traditional meat, offering a range of plant-based new-meats that are uncompromising on taste, texture, and nutrition while being environmentally friendly.

"We’re incredibly excited about our new partnership with Asda," said Simon Owen, VP EMEA at Redefine Meat. The range will be available at Asda stores UK-wide and on the chain’s website, offering more UK shoppers access to a diverse and high-quality plant-based meat alternative.