![]() They can show meat eaters that they’re committed to replacing the beef burger with something that looks, feels, and most importantly, tastes exactly the same.įood innovators across the industry will look to the reception of the Impossible Burger 2.0’s launch in grocery stores later this year for guidance. With the release of its latest recipe, Impossible Foods has the opportunity to do what no plant-based food company targeting meat eaters has done before (largely because they’re the first plant-based food company targeting meat eaters). Yes, the Impossible Burger tastes good and it’s good for you. Weighing the differences, there is no benefit to eating red meat over plant-based meat. The world’s attachment to red meat is an epidemic, and the shortsightedness of that attachment will be its downfall. True, if all burger patties were plant-based, more attention would be paid to things like making sure the condiments are vegan. So what would change? Burger King would presumably still sell Whoppers, but the plant-based kind. “The way that we make meat today, using animals, is increasingly being recognized as the single biggest threat to the global environment,” said Brown.įor just a minute, let’s imagine a world where everyone ate Impossible Burgers instead of meat burgers. ![]() With 87% reduction in greenhouses gases, it’s by far the closest thing to a sustainable source of meaty protein that the food tech industry has to offer. “People around the world love meat,” said Impossible Foods founder Pat Brown in a 2016 interview with the World Economic Forum, “and the demand for meat is skyrocketing.”Īll of that that “real” meat worship aside, this plant-based burger is a real source of protein packed with plant-based goodness (and no animal products). The Impossible Burger might seem like a research experiment to some people, but its far from a novel addition to the White Castle menu for Silicon Valley investors. Plant-based meat officially makes up 1% of the total meat market. Of the plant-based food industry’s $3.7 billion total sales for 2018, an impressive $670 million came from plant-based meat. Two-thirds of consumers around the world are eating more plant-based foods. Plant-based foods like the Impossible Burger are approaching mainstream acceptability. Nearly half of consumers from surveys conducted in Belgium and the United States said they would be willing to try the weirdest iteration of food technology yet: lab-grown meat. According to a report from Research and Markets, the global food tech industry is expected to exceed $250 billion by 2022. But the food technology space needs two very important things before it can even begin to meet the needs of 10 billion people.įood tech needs new capital and consumer demand. From lab-grown meat to longer-lasting produce, the list of future food innovators is getting longer. Producers are increasingly looking to technology to solve the problem of feeding the world’s growing population, forecasted to hit 10 billion by 2050. The Impossible Burger 2.0 contained about 20 grams of protein-as much protein per serving as beef. Now, they’re getting ready for full-blown retail sale in grocery stores across the country. ![]() Over the past two years, the quest for a consumer-ready, plant-based protein took Impossible Foods from limited-time offers at local fast food joints to a national demand for their product. The “new new” Impossible Burger wasn’t the only future food innovators imagined this year, but it just might be the brightest. ![]() Impossible Foods promises less fat, absolutely no gluten, and the same texture and juiciness as animal meat from their latest burger recipe.
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