Redefine Meat: “Innovations Should be Focused on Creating New Plant-based Experiences That Will Attract Consumers New to the Category”

Redefine Meat, a leading company in the plant-based meat industry, emphasizes the importance of product innovation to drive consumer loyalty and satisfaction. They stress the need for new plant-based experiences that will attract consumers new to the category, focusing on quality, taste, texture, and overall eating experience. Collaborating across the value chain and investing in research projects are key strategies for Redefine Meat to drive innovation and improve consumer experiences, ultimately expanding their presence in European retail and foodservice sectors.

As beef prices continue to rise, achieving price parity with conventional meat products becomes crucial for the mainstream adoption of plant-based meats. Redefine Meat sees this as a turning point for the industry, with the potential to not only reach price parity but also become cheaper than animal meat. By continuously improving their products and scaling up production, Redefine Meat aims to further accelerate the adoption of plant-based meats, tapping into a substantial market potential of global meat consumption.