Israeli 3D-printed plant-based steak company. $170-180M raised across four rounds, Asda UK and 200+ Israeli restaurants. Revenue is not publicly disclosed.
Redefine Meat is an Israeli food-tech company, founded in 2018 in Rehovot, that 3D-prints plant-based whole-cut steaks. It has raised roughly $170 million to $180 million, depending on the source, and sells in Israel, the UK, Germany, the Netherlands and Finland. Olam found no audited revenue figure, so the company's size is best read from its funding and headcount.
At a Glance
| Founded | 2018, Rehovot |
| Founder & CEO | Eshchar Ben-Shitrit |
| Total raised | $170-180M (4 rounds; sources differ) |
| Revenue | Not publicly disclosed |
| Employees | About 140 (startup databases, 2026) |
| Production | Netherlands (primary); Israel (pilot) |
| Markets | Israel, UK (Asda), Germany, Netherlands, Finland |
| Product | New-Meat: steaks, chops, burgers, sausages, mince |
| Technology | 3D printing + plant-based ink + digital meat modeling |
| Kosher | Pareve, which enables meat-dairy combinations |
What does Redefine Meat make?
Proprietary 3D printers loaded with plant-based "ink" cartridges lay down material in precise fiber patterns that replicate animal muscle architecture. The output is whole-cut steaks and chops, not patties. Olam's strategy essay on the company, Redefine Meat and the Whole-Cut Problem, explains why the company chose that harder target. The business model is razor-and-blade: printers plus cartridges.
Where is it sold?
Israel: 200+ restaurants and hotels, with chef Assaf Granit an early partner. UK: Asda (October 2025), its first "big four" supermarket listing. Europe: Giraudi Meats (Italy) distribution, plus Germany, the Netherlands and Finland (MeEat). US: delayed, not yet available. Globes reported in 2022 that its products were also supplied to the canteens of large technology companies and to restaurants in the UK, Germany and the Netherlands, including Marco Pierre White's restaurant chain.
Who are the competitors?
| Company | Tech | Differentiator |
| Beyond Meat | Extrusion | Scale + retail |
| Impossible Foods | Extrusion + heme | Burger King, taste IP |
| SavorEat (Israel) | Robotic cooking | On-demand |
| Aleph Farms | Cultivated | Different category: real cells |
For the cultivated-meat side of the Israeli sector, see Olam's coverage of Israeli cultivated meat after the Aleph approval.
Who has funded Redefine Meat?
| Investor | Round | Type |
| Hanaco Ventures | $135M Series B lead (Jan 2022) | Israeli-origin VC |
| Synthesis Capital | Seed, A, B | UK alt-protein |
| CPT Capital | Multiple | UK alt-protein |
| PHW Group | Later | German poultry |
Globes reported that the $135 million round brought total funding to $180 million, while startup databases list about $170 million across four rounds. No newer round appears in the sources Olam reviewed.
How does Redefine Meat manufacture and earn revenue?
Production: the Netherlands for volume and Israel for R&D, on the company's own printers. Revenue model: razor-and-blade (printers plus ink cartridges) combined with direct product sales. Olam found no audited figures for revenue, margins or EBITDA, so any profitability target attributed to the company should be treated as unverified.
Why does kosher status matter?
The products are kosher pareve, which enables meat-and-dairy combinations. Observant consumers can eat a cheeseburger for the first time, a structural driver of Israeli adoption.
What are the milestones?
| Year | Milestone |
| 2018 | Founded, Rehovot |
| 2021 | Israel and Europe launch; whole-cut debut |
| Jan 2022 | $135M Series B (Hanaco) |
| Oct 2025 | Asda UK, first big-four listing |
| 2026 | Finland; updated range |
Redefine Meat FAQ
What is Redefine Meat?
An Israeli 3D-printed plant-based steak company, founded in 2018, with Eshchar Ben-Shitrit as CEO and production in the Netherlands.
Is it cultivated meat?
No. It is plant-based, a different category from Aleph Farms.
Where is it available?
Israel, the UK (Asda), Germany, the Netherlands and Finland. Not yet the US.
Related Olam coverage
- Redefine Meat and the Whole-Cut Problem
- Why Israel Bet the Farm on the Protein Transition
- Agriculture & Food Tech
Sources
Funding history: Globes, "3D printed plant-based steak co Redefine Meat raises $135m", and startup databases (about $170 million across four rounds). Headcount and market details come from company statements and press reports; Olam has not independently verified the retail and restaurant counts.
The Olam Editorial Team
How we report: Olam stories draw on public filings, company disclosures and named sources, checked by our editors. Read our methodology · Corrections
