Selfridges to serve Redefine Meat’s 3D-printed plant-based meat in its restaurants
London’s Selfridges has struck a deal with Israel-based alternative meat company Redefine Meat, making the department store the first in the world to serve its vegan New-Meat products.
Working since 2018, Redefine Meat claims it was the first company to offer a 3D-printed plant-based steak.
The team has since expanded its offering to include vegan ground beef, sausage, lamb flank and burger meat – all of which are “printed” using a mixture of pea protein, soy, beetroot, chickpeas, coconut fat and nutritional yeast.
Selfridges’ Harry Gordon’s Bar & Kitchen and The Brass Rail Restaurant will become two of only a handful of restaurants in which Redefine Meat can be eaten in the UK. The others are chef Marco Pierre White’s Steakhouse Bar and Grill in Plymouth and three of his London restaurants.
Elsewhere in the world, Redefine Meat’s products are already popular. In Israel, several of its products can be found in around 200 hotel and restaurant menus and the company also has a presence in Berlin and Amsterdam.
The Selfridges establishments will offer two dishes: a New-Meat lamb alternative in a ciabatta roll sandwich and a Spanish white bean stew with New-Meat sausage.
The introduction of the dishes is part of a wider exhibition being put on by Selfridges which examines the “earth-conscious shop of the future”.
Redefine Meat is the only food-oriented company to have been selected for display by the department store. Other non-food related brands which will feature include fashion designers Iris Van Herpen and Jean Paul Gaultier.
Visitors to the exhibition will be able to see “behind the scenes” of the foodtech company, including its impact on the environment, the technology behind the innovation and the products’ versatility.
Redefine Meat CEO and Co-Founder Eshchar Ben-Shitrit said: “Selfridges stands out as a worldwide brand synonymous with quality. Its in-store restaurants are no different and that’s why it’s a natural step for Redefine Meat’s New-Meat products, as defined by their quality, to be listed on their menus.
“We’re confident that it will continue to surprise and impress the public with the same delicious taste and texture of animal meat, and its truly ground-breaking environmental benefits.”
Visitors looking to view the SUPERMARKET retail exhibition and try out New-Meat at Selfridges can do so until the 30 April.