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Impossible Foods has announced a new partnership with Equii, a US-based start-up that uses fermentation to enhance foods with natural yeast protein.
The start-up, based in California, aims to enable a range of nutrition-boosted food solutions using its yeast protein solution – a complete, vegan-friendly protein containing all nine essential amino acids and offering a neutral flavour.
It has developed a flour that re-balances the macros from high-carb to high-protein, able to add 20-30% complete protein in a serving of everyday foods such as breads, pasta and baking mixes.
Impossible, also headquartered in California and a producer of plant-based meat alternative products, is now joining forces with Equii to expand its innovation portfolio into the bakery segment.
In a statement on LinkedIn sharing the news, Impossible’s CEO, Peter McGuinness, wrote: “Teaming up with Equii will allow us to deliver even more protein in a way that’s complementary to our existing plant-based proteins, starting with select grain-based breads and pastas”.
The move comes as the US’ new Dietary Guidelines categorise proteins among the highest priorities for American consumers, with a significant emphasis on minimally processed whole foods and animal-sourced foods.
McGuinness continued: “Protein shouldn’t stop at the patty and now it doesn’t have to. Imagine having a burger where you can get meaningful protein from both the patty and the bun, bringing even more nutritional value – it’s not impossible.”
Impossible’s entry into the baked goods category marks a milestone for the company as its first foray outside of plant-based meat alternatives.
The company was recently involved in a four-year trademark legal case against Spanish bakery Impossible Bakers, centring around the use of the word ‘Impossible’ in the bakery’s branding and logo.
Though the action was dismissed, with the court concluding that consumers would easily be able to distinguish between the two brands in an average shopping environment, the case and subsequent news of the Equii partnership raises the question of whether Impossible Foods’ expansion into bakery could have been under consideration for some time prior to the announcement.
Top image: © Equii
