Former Britvic director Simon Owen becomes head of Redefine Meat

Plant-based company Redefine Meat has announced the appointment Simon Owen to head of Redefine Meat in the UK.

Owen brings over 20 years of UK and international experience in FMCG. His previous senior leadership roles include managing director of Bacardi, Australia, and UK sales director for Bacardi. Owen’s career in the food and drinks industry also consists of other senior positions including director of EMEA for Britvic and customer director for Unilever.

The new-meat product is served in up to 3,000 foodservice locations across Europe and Israel since its commercial launch in 2021. It is hoped that Owen’s role will see him further strengthen Redefine Meat’s foothold in UK foodservice.

Upon the appointment, Owen said: “The opportunity to lead Redefine Meat in the UK is an exciting new challenge, with the chance to define the strong vision of new-meat in one of the leading, trendsetting markets in Europe.

“The developments that have already been made by Redefine Meat are inspiring, and I believe that with high-quality products like ours and a smart business infrastructure, the sky is the limit in terms of growth and sales."

Eshchar Ben-Shitrit, CEO and co-founder of Redefine Meat, added: “Simon’s FMCG experience across different business models and categories from frozen foods to drinks, as well as building successful premium brands, perfectly aligns with our ambitious growth plans in the UK and worldwide. His expertise in scaling businesses is ideal to bring new-meat to many more consumers in the UK through additional partnerships.”