From vegconomist.com
Redefine Meat has introduced a new Shawarma product to its range, now available on Ocado. The Shawarma, which is sold frozen, offers consumers a flavourful and protein-rich alternative for a variety of sandwich options, including wraps, pitas, baguettes, and flatbreads.
“The strong customer feedback and high repeat purchase rates for their products made Shawarma a natural addition”
The new plant-based Shawarma features a blend of spices typical of the Middle Eastern dish, such as cumin, coriander, and cinnamon, along with subtle notes of lamb. Made entirely from natural ingredients, it provides 22g of protein per serving, along with 4g of fibre, while being low in fat and free from cholesterol. The product is intended to provide a healthier option for those seeking a plant-based, high-protein alternative to traditional meat-filled sandwiches.
Priced at £4, the Shawarma is designed to be versatile and can be used in various sandwich styles. It also works as a flavourful addition to sides such as couscous, salads, Halloumi fries, or roasted potatoes. To prepare, the product requires quick heating in a pan, making it a convenient option for a quick meal.
Redefine’s tech-driven innovation
The Shawarma launch expands Redefine Meat’s portfolio, which already includes plant-based offerings such as Flank Steak, Pulled Pork, Premium Burgers, Mince, Lamb Kofta, and Bratwurst. The company has developed its products using advanced food technology, including AI and machine learning for rapid product prototyping and optimization. This approach allows Redefine Meat to refine its products more efficiently than traditional methods of plant-based meat production.
Redefine Meat has been steadily enhancing its offerings, with recent product upgrades focusing on improving both nutritional content and the overall eating experience. Last month, the company introduced plant-based burgers and mince with 90% less saturated fat.
Georgina James, Buyer for Party Food & Vegan at Ocado, commented, “We’re excited to add another Redefine Meat product to our range. The strong customer feedback and high repeat purchase rates for their products made Shawarma a natural addition. It offers a sustainable and flavourful choice for those seeking plant-based options, and we’re confident it will resonate with shoppers.”
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