Redefine Meat has announced the launch of its latest product, a shawarma-style plant-based meat, set to hit Ocado’s virtual shelves from 31 July.
Described as a Middle Eastern-inspired filling with spice and substance, the vegan shawarma is sold frozen and designed for easy use in wraps, flatbreads or pittas. And it’s not just about the flavour; this plant-based shawarma boasts 22 grams of protein, 4 grams of fibre and zero cholesterol.
According to Redefine Meat, this launch is a direct response to this year’s growing trend for ‘supercharged’ gourmet sandwiches.
While the company’s core range already includes products like plant-based flank steak, kofta and pulled pork, the new shawarma adds a spicy punch, combining cumin, coriander, clove, cinnamon and a hint of lamb flavour, all from natural, plant-based ingredients.
This latest launch is perfect for the summer food season, as the shawarma is an ideal addition for vegan sandwiches, picnics and sharing platters and more. Redefine Meat suggests serving the shawarma with a range of sides like couscous or mini roast potatoes for a mezze-style meal or a quick lunch upgrade.
What’s in Redefine Meat’s new vegan shawarma?
Aimed at shoppers seeking a more sustainable, high-protein lunch, Redefine Shawarma promises both flavour and nutritional balance. It’s quick to cook and is designed to be served in any number of sandwich combinations.
It’s made with a base of soy and wheat protein, aiming to replicate the savoury chew of meat-based shawarma, and fortified with vitamin B12. Its distinctive spicy flavour comes from a mix of natural sources, including mustard, cumin, cinnamon, and cloves.
Redefine Meat’s manufacturing process leans on high-tech innovation, using patented additive manufacturing techniques and AI-driven meat modelling to achieve what it describes as ‘authentic’ results.
Ocado’s buyer, Georgina James, expressed excitement for the launch, calling the shawarma ‘a more sustainable option that delivers on flavour and versatility.’
‘We’re confident it’s also going to be a hit with shoppers looking for exciting, plant-based options,’ she continued.
Priced at £4 and available exclusively at Ocado, the product aims to tap into the demand for nutritious, meat-free choices that don’t compromise on flavour.
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Featured image © Redefine Meat
