Redefine Meat strengthens UK foothold with eight new wholesaler partners

Redefine Meat has announced it is supplying eight new wholesaler partners, for an undisclosed sum, as it continues its expansion into the UK plant-based market.

The meat-free producer’s eight UK wholesalers span national and regional brands including: Braehead Foods, Brakes, Classic Fine Foods, and Forest Produce.

In January this year, the business was supplying 150 outlets in and around London but, in the last six months, it has tripled its supplier range and now supplies nationwide.

Its new factory in Best, the Netherlands, is supporting the growing demand for its products.

This news comes after Redefine Meat appointed former Britvic director Simon Owen in May of this year to head Redefine Meat in the UK and strengthen its foothold in UK foodservice sector.

The new-meat product is served in up to 3,000 foodservice locations across Europe and Israel since its commercial launch in 2021.

Craig Stevenson, managing director at Braehead Foods said: “Redefine Meat products are a game changer to our meat-free offering, bringing products to our portfolio that are attractive as both meat alternatives and replacements. Our initial feedback from customers has been fantastic and I look forward to rolling out a core range this summer.”

Michael Nelson, senior category manager at Brakes, added Brakes was keen to forge the partnership to meet customer demand for meat-free alternatives, adding, “we need to have the most innovative solutions in our portfolio”.

Owen said: “Following our expansion in the UK, we’re now working with some of the most iconic brands across all dining occasions to help expand their plant-based menus to meet the growing appetite for meat alternatives. This requires a range of efficient and effective wholesaler partners able to fulfil our growing demand and who share our vision for offering a wider range of delicious and sustainable plant-based options that satisfy all five senses.”

Image: Redefine Meat