You Can Now Order 3D-Printed Plant-Based Meat at Selfridges
London’s iconic department store has become the first in the world to serve Redefine Meat’s 3D-printed meat as high-end locations continue to embrace the future of food.
Credit: Redefine Meat
Selfridges has become the world’s first department store to feature plant-based 3D-printed meat by Redefine Meat. The upmarket London store is serving the Israeli start-up’s ‘New-Meat’ at two of its restaurants: Harry Gordon’s Bar & Kitchen and The Brass Rail.
Redefine was also selected by Selfridges to take part in their four-week ‘earth-conscious shop of the future’ exhibition, labeled ‘SUPERMARKET’. Throughout April, visitors will be given a glimpse behind the scenes at Redefine Meat’s groundbreaking work and discover more about New-Meat’s environmental impact, innovative technology, and product development.
Credit: Redefine Meat
Redefining the future of meat
In January, Redefine Meat secured a $135 million investment round, raising its total funding to $180 million. With the funding, the company prioritized the expansion of restaurant collaborations to bring its 3D-printed meat alternatives to a wider commercial audience - something Redefine Meat is rapidly accomplishing. Although Selfridges is the first department store to serve the product, it is by no means the first high-end brand to partner with Redefine Meat. Leading restaurants in Israel, London, Amsterdam, and Berlin also serve the innovative range including Redefine Flank, culinary grade minced products, the Redefine Burger, Redefine Sausage, and Redefine Kebab.
Credit: Redefine Meat
Since its launch at the end of 2021, Redefine Meat has impressed culinary experts across the food industry, including those who are well-known for their work with animal-based meat. Celebrity chef, Marco Pierre White, called the 3D-printed meat “the cleverest thing” he has seen in his 45 years in the industry, and acknowledged both the need for the world to eat less meat and the potential of 3D-printed technology to offer a sustainable solution. White also went on to serve the 3D-printed ‘steaks’ at his restaurants across the UK.
“New Meat products are pure genius, giving you all the sustainability and health benefits of plant-based, without the compromise on taste and texture,” said White.
According to Redefine Meat, the production of New-Meat is twenty times more efficient than a beef hamburger. It uses 98 percent less land, 96 percent less water, and emits just 1/9 of the greenhouse gas emissions, making it a sustainable solution to some of the world’s leading environmental issues caused by animal agriculture.
Selfridges embracing the future of food
Selfridges’ restaurants will offer the sausage and lamb New-Meat products in a Spanish white bean stew at Harry Gordon's Bar & Kitchen and a ciabatta roll at The Brass Rail Restaurant.
"Selfridges stands out as a worldwide brand synonymous with quality,” said Eshchar Ben-Shitrit, CEO, and Co-Founder of Redefine Meat. “Its in-store restaurants are no different and that's why it's a natural step for Redefine Meat's New-Meat products, as defined by their quality, to be listed on their menus. We're confident that it will continue to surprise and impress the public with the same delicious taste and texture of animal meat, and its truly ground-breaking environmental benefits."
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The footage was reportedly recorded at Marshall BioResources in North Rose, New York, where up to 22,000 dogs - mostly beagles - are being bred for animal experimentation.