“We are as much a tech company as a restaurant chain,” says the marketing director Viveca Järhult with a smile. 

In order to continue to be innovative but also meet high sustainability requirements, Pinchos is the first in Sweden to invest in 3D-printed meat, which was developed by the Israeli foodtech company Redefine Meat and is produced in the Netherlands. 

“Our ambition is to make vegetarian products available to a target group that is not particularly interested in food from the start. To appeal to most people, we have created two new dishes: a hamburger with a tasty smoky dressing and vegan cheese, and a steak sandwich with a grilled version of flank steak served on a toasted levain bread together with a dijonnaise, topped with chimichurri and lemon caramelised onions”, says Viveca. 

New Meat: a sustainability investment 

The product is called “New Meat” and is 100% non-animal. It consists of, among other things, soy, wheat, beetroot, dried vegetables, oil and spices. Through a specific technology and the ten-meters-long 3D printer developed by Redefine Meat, the company obtains  a product that is strikingly similar to meat in texture and taste. 

New Meat contains almost exactly the same amount of protein as traditional meat, with only a 1g difference, but is much more sustainable. According to Redefine Meat, studies show that switching from traditional to 3D printed meat saves up to 96% water use, 98% land use and has an emission of just 0.083 tons of Co2 Eq. 

“Since the launch in April 2023, New Meat dishes have sold well and are number one and two among vegan amd vegetarian dishes,” says Viveca. 

A success story made in Gothenburg 

Pinchos opened its first restaurant in Gothenburg, on Götabergsgatan in 2012. Over the past ten years, they have opened up to 20 new restaurants per year and now have 75 restaurants throughout the Nordics, of which 64 are in Sweden. Four million guests enjoy the tapas-like dishes inspired from around the world every year.