The first department store in the world to serve New-Meat™ in its restaurants; The company will be featured in the Environmentally Conscious Retail Exhibition

Selfridges has selected Redefine Meat to participate in its four-week ‘Eco-Shop of the Future’ exhibition: ‘SUPERMARKET’. As the only food-oriented company present in SUPERMARKET, customers will be able to see Redefine Meat behind the scenes for the very first time. From 4and-30and April 2022visitors will be able to explore the New-Meat phenomenon, including its impact on the environment, the technology behind the innovation and the versatility of the products.

Available in some of the best restaurants in Israel, London, amsterdamand Berlin, the New-Meat product line includes Redefine Flank (beef and lamb) and culinary-grade ground products: the Redefine Burger, Redefine Sausage and Redefine Kabab. New-Meat is now offered at Harry Gordon’s Bar & Kitchen in a delicious white Spanish bean stew, and at Brass Rail, with a tasty ciabatta bread.

Since its commercial launch late last year, the New-Meat range, featuring the world’s first Redefine Flank steaks, has stunned the culinary world, including high-profile chefs known for their meat expertise.

Eshchar Ben-Shitrit, CEO and co-founder of Redefine Meat, said: “Selfridges stands out as a global brand synonymous with quality. Its in-store restaurants are no different, which is why it’s a natural step for Redefine Meat’s New-Meat products. , as defined by their quality, to appear on their menus. We are confident that it will continue to surprise and impress audiences with the same delicious taste and texture of animal meat, and its truly revolutionary environmental benefits.

About Redefining Meat

At Redefine Meat™, we love meat. Really, really loves meat.

We believe the world deserves New-Meat™, plant-based meat that’s not only good for the environment, but also animal-friendly. After studying the unique components of animal meat and perfecting cutting-edge technologies, Redefine Meat offers a wide range of high-quality products that are just as delicious as the meat you already know and love. New-Meat™ offers an uncompromising and extraordinary cooking experience with its taste, texture and aroma.

Using a range of proprietary and patented technologies, and working closely with global chefs and meat experts, Redefine Meat has developed a New-Meat product portfolio that defines the category that spans meat products ground to whole cuts that provide the same flavor, taste and texture as animal meat. These products are now commercially available in UK foodservice, Germany, Netherlandsand Israel.

Redefine Meat is headquartered in Rehovot, Israeland has more than 150 employees.

For more information, visit

About Selfridges

Thought-provoking, unconventional and fearlessly creative, Selfridges has always sought to do things a little differently. More than a store, Selfridges is a social hub for sustainability, fueled by imagination, curiosity and creativity.

The only store to be named the world’s best department store four times, Selfridges offers a shopping experience that promises to surprise, amaze and delight its customers with extraordinary experiences.

The launch of Project Earth in 2020 marked a new chapter in the Selfridges story – the start of an exciting but vital journey to change the way we buy and do business by 2025. builds on the cutting-edge steps Selfridges has taken over the past 15 years to put sustainability at the heart of the business.

Selfridges is committed to transforming the way we shop physically and digitally. From its in-house cinema, restaurants and bars, skate bowl and extraordinary calendar of events, to celebrating new and upcoming artists and designers, Selfridges has always been more than the sum of its products.

SOURCE Redefining Meat