Redefine Meat

Redefine Meat is an Israeli company operating in the alternative protein space, focused on producing plant-based meat using proprietary 3D-printing technology. The company developed a 3D-printing approach aimed at replicating the texture, color, and taste of whole-muscle cuts — as opposed to the more common burger patty and sausage formats. The company is headquartered in Rehovot, Israel.

Redefine Meat's primary product is 3D-printed plant-based whole-muscle cuts targeting restaurants and the foodservice market. The approach focuses on premium cuts such as ribeye and striploin — a category that conventional plant-based meat companies have struggled to address. The main distribution channel is direct sales to chefs and restaurants, supported by partnerships with commercial meat distributors in target markets.

The company competes in the plant-based meat space alongside notable players such as Impossible Foods and Beyond Meat, but differentiates itself by focusing on whole-muscle cuts and proprietary 3D-printing technology rather than the processed meat formats those competitors emphasize. The broader plant-based meat market has experienced a demand slowdown in recent years following the initial enthusiasm of the early 2020s.

The company is based in Rehovot, with its core technology development conducted in Israel. The founders are Israeli.