Redefine Meat has introduced its plant-based Redefine Flank Steak as a fresh product in select Coop grocery stores across Switzerland. Previously available only in frozen form, the product is now offered in the refrigerated section to meet growing demand from both retailers and consumers. The fresh Redefine Flank Steak joins other Redefine products, including the Redefine Premium Burger and Redefine Mince, Beef-style, in Coop stores.
“Our Redefine Flank Steak…has significantly advanced the plant-based meat revolution”
Redefine Meat’s New-Meat range is made from 100% plant-based, non-GMO ingredients, and the company has expressed its commitment to providing meat alternatives that mimic the taste, texture, and appearance of traditional meat cuts.
The Redefine Flank Steak, which has already received praise from Michelin-star chefs and conventional meat consumers for its fibrous texture and authentic meat flavor, is now looking to broaden its consumer base in Europe by expanding to more retail locations.
David Geisser, a prominent Swiss TV chef and cookbook author, has been appointed the official ambassador for Redefine Meat in Switzerland. Geisser, known for his show “Choche und Gnüsse,” has endorsed the product in a series of social media campaigns.
Ideal fit for versatile kitchens
He expressed his support for the brand, stating, “As a traditional meat lover and advocate for sustainable eating, I am aware that plant-based alternatives are a part of modern cuisine and fill an important gap. I am constantly looking for inspiring partnerships that enrich both myself and my audience. The plant-based Redefine Flank Steak with its juicy bite, hearty taste, and meat-like structure fits wonderfully into my versatile kitchen.”
The Redefine Flank Steak is a nutritious option, offering 26 grams of protein per serving. It has also received a Nutri-Score A rating, highlighting its health benefits compared to conventional meat products. Additionally, the plant-based steak generates approximately 91% fewer greenhouse gas emissions per serving compared to traditional animal-based steaks, providing a more sustainable alternative for consumers.
Edwin Bark, Senior Vice President at Redefine Meat, commented on the company’s progress: “Our Redefine Flank Steak, with its meat-like sensory properties, has significantly advanced the plant-based meat revolution.
“It was the first ‘Premium Whole-Cut’ – a plant-based whole cut – which attracted and retained a completely new consumer group: meat lovers and flexitarians.” He added that expanding the availability of the Flank Steak as both a fresh and frozen product will increase its visibility in the market.
Tech meets taste
Redefine Meat’s production facility is located in Best, Netherlands, where the company utilizes innovative manufacturing techniques, including additive manufacturing, to create plant-based meat cuts with specific textures and qualities.
Consumers in Switzerland can take advantage of a 25% discount on all Redefine Meat products at Coop until September 3, 2025, with the use of this special EAN code.
