Impossible Foods has announced that it plans to release its plant-based Impossible Burger in US retailers from 2019.
The move comes following demands from consumers that the product be made available to purchase so they can cook the burger at home, rather than at eat it a restaurant.
The Impossible Burger is now available from about 5,000 restaurants in all 50 US states – up from about 50 restaurants one year ago – and from around 100 restaurants in Hong Kong and Macau.
Impossible Burger, is made with a combination of plant-based ingredients such as soy leghemoglobin, a protein that carries heme, a molecule that occurs naturally in animals and plants.
Impossible Foods’ CEO and founder Patrick Brown said: “By far the No. 1 message from fans on social media is, ‘When will I be able to buy and cook the Impossible Burger at home?’
“We can’t wait until home chefs experience the magic and delight of the first plant-based meat that actually cooks and tastes like meat from animals–without any compromise.
“Until today, the only technology we’ve known that can turn plants into meat has been animals — but cows, pigs, chicken and fish are terribly inefficient at turning plants into meat. We now know how to make meat better — by making it directly from plants.
“In eliminating the need for animals in the food system, we will return massive tracts of land to biodiversity, reduce food insecurity and global conflicts, and let the Earth heal itself.
“Eliminating the need for animals in the food system is the easiest path to preserve our planet — without compromising quality of life.”
Last year, Impossible Foods received a $75 million investment thanks to funding from Bill Gates, Singapore company Temasek and Open Philanthropy Project.
© FoodBev Media Ltd 2018