Targeting the next generation of meat eaters, the company is collaborating with schools nationwide in a bid to dispel the myth that reducing meat consumption with plant-based meat has to come with a compromise on taste.
The ‘Taste it to believe it campaign’ aims to show the next generation of meat-eaters that reducing their meat consumption doesn’t have to come with compromise.
‘New-meat’ is an emerging category of premium-quality meat made from plants that has been co-developed with meat experts and endorsed by Michelin-star chefs for providing both vegans and meat lovers alike the meat-eating experience they crave, while being kind to the environment and animals.
Simon Owen, UK managing director, Redefine Meat, commented: “Having achieved the quality benchmark required by high-end and Michelin-star chefs who love their meat, and built that out with the most diverse product range in the industry, Redefine Meat has overcome the two biggest barriers that have stalled repeat-buying of plant-based meat in recent years: lack of product quality and product variety.
“This is exemplified by the diversity of our Veganuary collaborations, serving the needs of everyday diners through to fine-dining restaurants, hotels and catering, corporates, and mass retail. Following a record-breaking year in the UK of 97% sales growth, this Veganuary we’re expecting new-meat to reach more consumers than ever before.”
Specialist education food procurement organisation allmanhall has launched its Brighter Burger on school menus across the UK following the success of last year’s pilot at Epsom College. During the pilot 74% of participating students requested that the Brighter Burger appeared on the school menu all year round.
Redefined Meat says that pupils are engaged and involved, learning how each burger emits just 0.34kg CO2e compared to 5.77kg CO2e of a standard beef burger, equating to a 94% reduction in carbon emissions.
Redefine Beef Mince Shepherd’s Pie and Loaded Hotdogs with Redefine Bratwurst are being served at nine of ISS’ key catering contract partners across multiple sectors, including banking, government and industry.
With each dish including a specific carbon emission saving calculated by industry body Klimato, employees will be educated on the sustainability impact of just eating new-meat once a week.