In a fast-evolving alt-protein landscape, consumer loyalty and consistent product quality have become critical benchmarks for success. We sat down with Edwin Bark, SVP and General Manager EMEA at Redefine Meat, to discuss the company’s strategic approach to these challenges and opportunities. Known for its high-fidelity plant-based meat alternatives, “New-Meat”, Redefine Meat is expanding across European retail and foodservice, with a focus on innovation, collaboration, and premium quality.
In this conversation, Bark outlines the importance of product upgrades, the risks associated with subpar private label offerings, and how strategic partnerships across the value chain are driving progress in taste, texture, and consumer acceptance. He also sheds light on the growing impact of price parity with conventional beef, and what it will take for the plant-based category to move from niche to norm.
You mentioned that repeat purchases are crucial to the industry’s success. What role does innovation play in driving consumer loyalty, and what kind of innovations do you think are needed for the alt meat market to thrive? You’ve also spoken about the risks of retailers opting for lower-quality private label products. Can you elaborate on how these choices could potentially harm consumer trust in plant-based products, and what would you suggest retailers do differently?
Innovation is critical to satisfy the needs of consumers. Although significant progress has been made in the past 10 years, I do see, unfortunately, products entering the shelves that do not meet consumer expectations in critical areas like taste, texture, smell, or mouthfeel. I even see risk for many private label products that are competing more on price than on quality.
As much as it is positive that retailers push for accessibility, the issue is that these products are so cheap that contract manufacturers can’t deliver a quality product. For example, natural flavours and aromas are expensive, so when you reduce the product cost, you’re likely reducing the taste and texture too. The danger here is that those trying it for the first time will, based on their negative experience, at the very least be unlikely to try plant-based products again, and worse, possibly share that feedback with other people. As a result, the whole category is affected.
Innovations should be focused on creating new plant-based experiences that will attract consumers new to the category, as is the idea around our own Redefine Beef Flank – and whole cuts in general. More versatile products with better quality will encourage increased purchasing habits in consumers. Raising the quality level of plant-based meat products also makes them increasingly suitable as ready meals or for on-the-go options.
Collaboration across the value chain is vital for better products, as you highlighted in your recent presentation at Plant Fwd. Can you share an example of how Redefine Meat is collaborating with other industry players to drive innovation and improve consumer experiences?
Redefine Meat has close partnerships with its suppliers in the whole value chain and invests in research projects at Wageningen University in The Netherlands and other universities in the US and Asia. We are also closely following the developments of crop growers for more locally sourced ingredients or ingredients with, for example, better texturizing characteristics.
Can you explain Redefine Meat’s strategy for expanding in European retail and foodservice, and how you’re achieving success in both sectors?
We entered the European retail arena a little over a year ago and now have over 4,000 doors listing our products. This follows our strategy to build strong proof points in the food service sector and aligns with our continuous improvement mindset. Collecting feedback from chefs is hugely valuable and allows us to constantly update our offering. The endorsement of chefs and the inspiration they provide for cooking with our new-meat is also incredibly beneficial. Consumers ask for it, which demonstrates the pull strategy, and we measure success along the lines of brand penetration and repeat purchases. Data from our customers shows a very positive trend line.
Another key metric is the number of new-to-the-category consumers that buy our products. This proof point essentially means we are successfully encouraging carnivores to move into our category as we deliver the meatiest, tastiest proposition.
Finally, consumer ratings, including their comments, give us a lot of information and are easy to benchmark against competitors and animal meat. We’ve seen that our Redefine Beef Flank often receives higher consumer ratings than animal steak for example.
Redefine Meat will soon launch its Flank Steak in a chilled format, expanding the category by recruiting new consumers. How has this launch been received so far, and what role do chilled plant-based meats play in expanding the market?
We’re pleased to say several retailers have already taken this opportunity to list the new chilled flank to try to attract new users. However, it’s too early to say regarding the general reception of it, but the flank steak in food service is clearly here to stay. Several steak houses sell about 10% of their steak with the Redefine Meat Flank Steak, and this unique product allows them to bring in a larger, more dietary mixed audience.
Redefine Meat regularly upgrades its products. Can you walk us through the recent upgrades you’ve made to your products?
In analogy with technology companies like Apple, we operate as a food-tech company and aim to deliver upgrades to our customers every 6, 9 or 12 months. Our recent improvements really focus on enhancing both nutrition and the overall eating experience. We’ve managed to reduce the saturated fat content, increase the amount of fibre, and improve the texture to make it even more meat-like. We’ve also cut back on methylcellulose—it’s now under 2%—and at the same time, we’ve boosted the protein content.
The upgraded products all fulfilled the nutritional requirements of the highest Nutriscore (A), and we look to continue this momentum with all our products.
With beef prices continuing to rise, Redefine Meat’s products are reaching price parity, which could drive adoption. Do you see this price parity as a turning point for mainstream consumer adoption of plant-based meats, and how do you anticipate this trend evolving in the near future?
Definitely. Due to challenges in the supply chain, we see beef prices soaring. I heard that beef prices in the Netherlands increased by 14% in Q1 2025, and by 16% in Germany and France. Experts say that it is very unlikely that prices will drop. So, if we keep scaling up, we can not only reach price parity, but we can even become cheaper than animal meat. While also continuously improving our products, the price parity will be another accelerator for further adoption. We are well beyond the point of no-return. Despite short-term challenges, bear in mind that if we manage to attract enough consumers with high-quality products, reaching only 10% of global meat consumption will represent a market potential of 150 billion dollars – global meat consumption is $1,5 trillion.
