Redefine Meat has successfully undertaken the largest-scale public blind-tasting of Alt-Meat products targeting meat-eaters.
Conducted recently with meat distributor, fellow Israeli businesses Best Meister, the companies launched a food truck concept named ‘There’s a new meat in town’.
Following an “overwhelming” response from the public, Redefine Meat has formed a strategic partnership with Best Meister, who will distribute the company’s Alt-Meat products commercially to Israeli restaurants and high-end butchers in the first half of 2021.
The two companies set up a carnivore-branded food truck in a small suburb of Tel-Aviv (Kidron, Israel), targeting up to 200 tastings in two days. The truck boasted staple Mediterranean meat foods, cooked to order, which were in fact Alt-Meat provided by Redefine Meat.
Putting the meat experience truly to the test, the meat was served with little to no condiments or extras – focusing consumer senses entirely on the Alt-Meat’s appearance, flavour and texture.
Driven purely by customer satisfaction and word of mouth, over 600 visitors attended the food truck and purchased close to 1,000 servings of meat – selling out in less than five hours.
Upon revelation that the meat products were plant-based, consumer feedback demonstrated overwhelmingly that the Alt-Meat products were comparable to animal meat on key metrics such as taste, texture, and mouthfeel – with over 90% acceptance rate.
“We believe Alt-Meat should taste as good as animal meat – simple as that. Redefine Meat has achieved that with every product it has put to the test, transitioning the Alt-Meat conversation from health and sustainability and the view that ‘this is really close’ to ‘wow this meat is super delicious’,” said Eshchar Ben-Shitrit, CEO and co-founder of Redefine Meat.
The success of the pilot test marks a historic moment for Redefine Meat, playing a pivotal role in the formation of a strategic partnership with Best Meister.
Best Meister will provide Redefine Meat the go-to-market infrastructure and reach to launch in the Israeli culinary sector. Best Meister will start commercially distributing Redefine Meat’s Alt-Meat products to restaurants and high-end butcher shops within H1/21.