Israel’s Redefine Meat this week announced its commercial launch in Switzerland, marking the 13th country to offer its New Meat products. This announcement comes just one week after MACH Consumer found that 21% (mostly meat-eating individuals in Switzerland) consumed plant-based products on a weekly basis.
The company’s foodservice range is now available to operators across Switzerland through its exclusive distributor, Fredag AG, starting with Redefine Beef Flank, Redefine Beef Mince, and Redefine Premium Burger products. Redefine Lamb Kabab Mix, Redefine Pulled and Redefine Lamb Kabab Mix will be added to the Swiss product range in spring next year. Additionally, the plant-based butchery Butch Bunny is now offering the company’s New Meat in its Geneva shop.
Fabian Eggli, Head of Food Service at Fredag AG, explains: “Eating habits are increasingly changing and we are seeing more and more hybrid consumer behaviour. Over 60 percent of Swiss people describe themselves as “flexitarians”. We are delighted to be able to offer our customers a premium selection of Redefine as the exclusive distributor…
