Redefine Meat just raised $ 29 million to bring 3D printed vegan meat to plates this year
This week Israeli plant-based startup Redefine meat raised $ 29 million to help market its 3D printed vegan meat. Founded in 2019, Redefine Meat uses revolutionary 3D technology that maps 70 sensory parameters to create a piece of vegan meat that mimics the taste, texture and juiciness of a beef steak. Redefine Meat has created individual vegetable components, Alt-Muscle, Alt-Fat and Alt-Blood, which its industrial 3D printer turns into Alt-Steak. “We are very pleased to have completed this funding round with such a unique and diverse group of experienced, professional investors who share our vision,” said Eshchar Ben-Shitrit, CEO and co-founder of Redefine Meat. “This funding, which closed faster and better than we could have imagined a year ago, is an important step towards becoming the world’s largest alternative meat company by 2030.”
The new investment, which will also be used to build Redefine’s plant-based meat portfolio, is based on a $ 6 million seed financing round that Redefine 2019 led by CPT Capital, Hanaco Ventures, PHW Group (Germany’s largest poultry company) and Israeli angel investors.
Bring 3D vegan meat to market
Earlier this year, Redefine entered into a strategic partnership with meat retailer Best Meister to host an event entitled “There’s a new meat in town”. The event took place in a small town in Israel and included a food truck wrapped with the traditional “meat eater” logo serving traditional meat-oriented Mediterranean dishes without first informing customers that the meat component was vegan.
The event sold 1,000 servings of Redefines meat in five hours. Ninety percent of customers said they were satisfied with the discovery that they were consuming plant-based meat and said it was comparable to meat of animal origin in taste, texture and mouthfeel. The success of the event cemented a partnership between Redefine Meat and Best Meister, which will distribute vegan Alt-Meat to high-end butchers and restaurants across Israel later this year.
“We want to change the belief that delicious meat can only come from animals, and we have all the building blocks to make that happen: high quality meat products, strategic partnerships with stakeholders around the world, a large-scale pilot, the line under construction and the first industrial 3D old meat printer to be used by meat dealers later this year, ”said Ben-Shitrit.