Impossible Foods has launched its plant-based meat alternative in Asian grocery stores for the first time, in an effort to accelerate its international growth.
The company’s flagship product, Impossible Beef, will go on sale this week in about 200 grocery stores across Hong Kong and Singapore. These include ParknShop, FairPrice and online retailer RedMart.
According to Reuters, the launch comes as Impossible Foods awaits approval from Chinese regulators as its key ingredient heme – made via genetically modified yeast – requires approval by the country.
The launch marks the first time Impossible Beef has been made available for people at home via retail outside of the US. It follows its debut in select Asian restaurants two years ago.
“The world’s most respected chefs consistently tell us that the Impossible Burger blows them away. And we can’t wait for Hong Kong and Singapore’s home chefs to experience the same magic in their own kitchens — whether using Impossible Beef in their traditional family favourites or inventing new recipes that go viral,” said Impossible Foods’ CEO and founder Patrick Brown.
Earlier this year, the company secured $200 million in its latest funding round. Meanwhile, Beyond Meat signed a deal which will see it begin the production of its plant-based meat products in China.
© FoodBev Media Ltd 2020
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