Plant meat ‘not niche’: Developer
ACCORDING to its developers, plant-based “meat” is not a niche and reliance on animal protein is unsustainable.
So says Impossible Foods, whose mission is to eliminate the need for animals in the food system by 2035.
And while those who produce and consume red meat disagree animal proteins need to be eliminated, Impossible Foods has created Impossible Burger, a plant-based protein that looks, tastes and smells like meat.
The burger is available in more than 4000 restaurants – up from 40 restaurants 12 months ago – across the United States, Hong Kong and Macau, with plans to expand globally.
The Impossible Burger is made mostly of water, wheat and potato proteins, coconut oil, and heme.
Impossible Foods chief science officer David Lipman said the plant proteins gave the burger its texture, the flavour came from heme and the fat and sizzle from deodorised coconut oil.
“Plant-based meat is not a niche,” he said. “It’s becoming a significant food category simply because our current reliance on animal-based meat is not sustainable.”
He said the only competition for the burger was animal-based meat.