Plant-based recipe kit start-up Grubby has partnered with Redefine Meat in an exclusive recipe showcase, launching for Valentine’s Day.
Redefine Meat’s whole-cut beef flank will be available to consumers in Grubby’s Valentine’s Steak recipe, a premium Valentine’s option on the Grubby menu from 9 February until 22 March. A second Chimichurri steak dish will then be released across March and April.
Grubby said that the new collaboration will bring exciting new textures and flavours to its dishes in a partnership that strategically aligns “perfectly” for both brands as part of their commitment to more ethical and sustainable plant-based food practices.
Martin Holden-White, founder of Grubby, said: “We only work with the best when it comes to our collaboration partners and Redefine Meat is top of its game when it comes to replicating the taste, texture and flavour of meat – we are thrilled to be showcasing their plant-based Beef Flank exclusively with our customers.”
Simon Owen, head of Redefine Meat UK, said: “Until now, the Redefine Beef Flank has only been available to the consumer in top UK restaurants. Feedback has been overwhelmingly positive, and we’ve seen increasing demand for the Flank in a home-cooking environment. We’re proud to partner with Grubby to deliver on this demand, making the Redefine Flank available to the home-cook for the very first time.”
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