Drawn in by the promise that "there's a new meat in town," hundreds of food lovers flocked to a food truck from Redefine Meat—which actually turned out to be "the largest-scale public blind-tasting of Alt-Meat products targeting meat-eater." Conducted with Israeli meat distributor Best Meister, the blind tasting experience proved that Redefine Meat's Alt-Meat was indistinguishable from animal meat and it was met with an acceptance rate of more than 90%.
In the span of just a few hours, the food truck ran out of plant-based products like Alt-Steaks, which accurately mimic the appearance, flavor and texture of meat products.
Eshchar Ben-Shitrit, CEO and co-founder of Redefine Meat, said: "We initially only expected 100 visitors a day, as the event was held in a small village due to COVID-19 restrictions. But through word of mouth, we ended up receiving over 600 customers in one day–with queues as long as 50 minutes"