GRUBBY X REDEFINE MEAT RAISE THE STEAKS WITH VALENTINES COLLAB

PLANT-BASED recipe kit start-up, Grubby has partnered with Redefine Meat to introduce the Redefine Beef Flank to home-cooks for the first time, in an exclusive recipe showcase, launching for Valentine’s Day.

Redefine Meat’s premium whole-cut Beef Flank, which has only been available in top UK restaurants to date, will debut in Grubby’s premium Valentine’s Steak recipe, giving consumers the opportunity to cook the product in their own home kitchens.

The recipe will be a premium Valentine’s option on the Grubby menu from 9th February until 22nd March. A second Chimichurri steak dish will then be released across March and April.

The latest collaboration further cements Grubby’s position as a trailblazer in the plant-based meal kit space, bringing exciting new textures and flavours to its dishes and championing game-changing branded innovators within its menu.

Strategically, the partnership aligns perfectly for both brands, as part of their commitment to more ethical and sustainable plant-based food practices.

Grubby Founder, Martin Holden-White, 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.”