Redefine hopes to reach thousands of restaurants by the end of next year with its plant-based whole cuts of alternative meat. Their product, which mimics meat, or as they say, flank steak, is a mix of soy and pea protein, chickpeas, beetroot, nutritional yeasts, and coconut fat.
The Israeli company has been working with about 150 restaurants in Israel, they say the whole cuts they offer will broaden the appeal of alternative meat products. These, up until now, have mostly been limited to ground-beef dishes, including hamburgers and sausages.
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"We're scaling up the capacity. Every batch that we make is five times larger than the previous batch. So we're changing ... the machines, the flow and we're also changing the product attributes." Redefine Meat's CEO Eshchar Ben-Shitrit said.
To be clear, Redefine Meat, is not the only company moving in the direction of what some of us see as "fake meat." In fact, competition in this sector is growing, players include California's Beyond Meat (BYND.O) and Impossible Foods as well as Spain's Novameat, and Israel's Aleph Farms, which is developing a method to cultivate meat in the lab from cow cells.
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