Impossible Foods (May 2016)

The Company

Impossible Foods is the hot new go-to for meats and cheeses built from simple plant ingredients. The company believes the problem with veggie burgers is they’re a compromise for meat-lovers. Sure, they’re good, but what about those who want a plant-based burger but can’t stop craving the real deal?

The secret ingredient is heme, a molecule highly concentrated in animal blood that has a distinct meat flavor. The heme in these burgers comes from legumes, by separating it out along with other proteins, fats, and nutrients. They then combine the proteins with other plant vitamins, amino acids, and fats. At a glance you could mistake it for the real thing. The meat actually bleeds! If you’re into that sort of thing.

The foods have the taste and texture of animal products, but no cholesterol, hormones, antibiotics, or slaughterhouse contaminants – and require far less land, water and energy to produce. Plus they don’t come with the health risks of red meat. Deliciously sustainable!

Impossible Foods plan to introduce the Impossible burger in 2016 and slowly roll out other meats.

The Press

Impossible foods has been written up positively in Bloomberg, The Economist and NPR.

The Criticism

A Wall Street Journal review said the Impossible Burger “doesn’t quite hit the mark,” but “the bites still have the consistency of animal tissue.” Doubters say Impossible Foods don’t offer a better option to your favorite burger. A facsimile, even a great one, will always be an imitation. Why switch when you’re already happy?

The Competition

The plant-based meat market is growing, so Impossible Foods will have to compete with “Beyond Meat,” (which has a similar business model), Whole Foods (which also makes meatless chicken out of plant protein, soy and eggs).