The two companies set up a carnivore-branded food truck in a small suburb of Tel-Aviv
Israeli Alt-Meat innovator, Redefine Meat has revealed the unprecedented success of the largest-scale public blind-tasting of Alt-Meat products targeting meat-eaters. Conducted recently with high-quality Israeli meat distributor, Best Meister, the companies launched a food truck concept named “There’s a new meat in town”. Following an overwhelming response from the public, Redefine Meat has formed a strategic partnership with Best Meister, who will distribute the company’s Alt-Meat products commercially to Israeli restaurants and high-end butchers in the first half of 2021.
The two companies set up a carnivore-branded food truck in a small suburb of Tel-Aviv (Kidron, Israel), targeting up to 200 tastings in two days. The truck boasted staple Mediterranean meat foods, cooked to order, which were in fact Alt-Meat provided by Redefine Meat. Putting the meat experience truly to the test, the meat was served with little to no condiments or extras – focusing consumer senses entirely on the Alt-Meat’s appearance, flavor and texture. Driven purely by customer satisfaction and word of mouth, over 600 visitors attended the food truck and purchased close to 1000 servings of meat – selling out in less than five hours. Upon the revelation that the meat products were plant-based, consumer feedback demonstrated overwhelmingly that the Alt-Meat products were comparable to animal meat on key metrics such as taste, texture, and mouthfeel – with over 90 per cent acceptance rate.
The success of the pilot test marks a historic moment for Redefine Meat, playing a pivotal role in the formation of a strategic partnership with Best Meister. Renowned for high-quality meat products, Best Meister will provide Redefine Meat the go-to-market infrastructure and reach to launch in the Israeli culinary sector.
