The world’s first Selfridges department store to serve fresh meat

Selfridges in London will be the first department store in the world to feature Redefining meat New-Meat as part of its in-store restaurant menu.

Redefine Meat’s range aims to achieve a quality and taste comparable to that of high quality animal meat BUT with the advantage of being entirely plant-based.

If you feel like trying, the store will serve New-Meat in its Harry Gordon’s bar and kitchen in the basement, as well as The brass rail on the ground floor.

Additionally, Selfridges has selected Redefine Meat to participate in its four-week “Green Store of the Future” retail exhibition called Supermarket. Redefine Meat will be the only food-focused company participating in this event and as such will take center stage among ten industry leaders.

From April 4 to 30, 2022, visitors will be able to discover the New-Meat concept, as well as the environmental impact, technology and versatility that the product offers.

New-Meat available internationally

Currently, Redefine Meat’s New-Meat products are available in some of the best restaurants in Israel, London, Amsterdam and Berlin. Specifically, the product line includes Redefine Flank, Culinary Grade Chops, the Redefine Burger, Redefine Sausage and Redefine Kabab.

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, and that’s why it’s only natural that Redefine Meat’s New-Meat products, as defined by their quality, be listed 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.

Redefining Meat’s Next Steps

Two years ago we brought news of Redefine Meat, raising $6 million to advance in the 3D printing industry. Subsequently, he achieved success with the first launch of his “Alt-Steak”, a steak created by patent-pending 3D printing technology. We are so happy to see the progress of another inspiring vegan company and can’t wait to follow the team’s next steps.