Grubby, a plant-based recipe kit start-up, has partnered with Redefine Meat to create an exclusive recipe showcase, launching for Valentine’s Day.
The recipe showcase will feature Redefine Beef Flank to home cooks for the first time.
Until now the premium whole-cut Beef Flank has only been available in top UK restaurants, however, Grubby’s kit will give consumers the opportunity to cook the product in their own home kitchens.
The meal, which will be a premium Valentine’s Day recipe option on the Grubby menu, will be available from February 9 until March 22.
Following the beef flank option, a second Chimichurri Steak dish will then be released across March and April.
According to Grubby, this 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’.
The organisation adds that the ‘partnership aligns perfectly for both brands, as part of their commitment to more ethical and sustainable plant-based food practices’.
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Redefine Meat's whole cut 'beef' flank will be available via Grubby for the first time this February. Photo © Grubby/Redefine Meat
Grubby/Redefine Meat Valentine’s partnership
In a statement sent to Vegan Food & Living, Grubby Founder Martin Holden-White discussed how the two companies were happy to work together.
He 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!”
Meanwhile, Simon Owen, Head of Redefine Meat UK, added: “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.”
Tempted to try making your own alternative to meat? Try one of these meaty vegan seitan recipes
Featured photo © Grubby/Redefine Meat
