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Since the Impossible Burger’s debut on the meat-centric menu of restaurateur David Chang’s Momofuku Nishi, Impossible Foods’ premier product has continued to gain momentum. Every day, hungry customers would line up outside Momofuku Nishi waiting to get a taste of  the vegan “burger that bleeds.” Thanks to an innovative combination of wheat and potato protein, coconut oil, and heme, an iron-rich compound, the Impossible Burger is closer to the real thing than any other burger. No matter if they were vegan, vegetarian, or meat-eater — everyone wanted to experience how true to the taste and texture of a beef patty the Impossible Burger truly was.

Shortly after, the Impossible Burger was added to the menu of several high-end restaurants, each with their own interpretation of how to serve it. Most recently, Bareburger, an organic restaurant chain with 44 locations in five countries, added the Impossible Burger at one of their NYC locations with plans to expand to other U.S. locations, offering a customizable experience and bringing the meat-free burger that tastes like the real thing even closer to mainstream consumers. Bareburger CEO and co-founder Euripides Pelekanos told Fortune that unlike other vegan burgers, the Impossible Burger is “geared toward meat eaters,” continuing, “It’s not going to live as [a] veggie burger on the menu. It’s going to live side-by-side with the beef burger.” At a time when more people than ever are cutting back on meat consumption, the plant-based Impossible Burger is giving consumers something that has been missing up until now: a meatless option that is practically indistinguishable from the real thing.

However, the success of the Impossible Burger at high-end restaurants was only the beginning. Rather than settle for being the sole vegan burger option, Impossible Foods’ CEO Patrick Brown is looking to make the burger that bleeds the new norm at every burger chain. And now, a future where even more Americans can pick up the Impossible Burger from a local restaurant is closer than most of us thought possible. Impossible Foods just cut the ribbon on a large-scale production facility located in Oakland, California.

As reported by The Good Food Institute, the facility will allow Impossible Foods to increase their production capacity from enough burgers to supply only eight restaurants to enough for 1,000 restaurants. That’s at least one million pounds of meatless meat per month (enough to make four million burgers), which is 250 percent more than their current capacity, according to a report by Yahoo! Finance. The entire game is about to change. But what makes this burger so different from the prepackaged veggie burgers we’re already familiar with?

In its “raw” form, the Impossible Burger looks no different from ground meat.
burger

When cooked, it sizzles and sears like a real burger — right down to the crispy exterior.

burgerb

Yet, the center remains pink and juicy — the nickname “the burger that bleeds,” isn’t just talk.

impossible burger

 

 

While true foodies will travel cross-country just to try the Impossible Burger, CEO Patrick Brown is on a greater mission: “In twenty years, we want to be producing more than half of the world’s supply of all of the foods we’re getting from animals. We need to grow on that scale because the problem we’re addressing [i.e., climate change] is so urgent.” Brown has also not ruled out bringing the Impossible Burger to grocery stores, stating that “there’s no reason we can’t choose to be everywhere.”

Not only is the new facility a huge leap in business for the six-year-old startup, but it is also indicative of a new era of food. This era is defined by more people choosing to leave meat off their plate in favor of plant-based options that taste just as good, if not better, than the real thing … and it’s already happening. Studies show that one-third of Americans are leaving meat off their plates more frequently, and the plant-based protein market is booming. The global plant-based meat market is projected to reach $5 billion by 2020 and plant-based protein could represent one-third of overall protein by 2054. Considering these plant-based alternatives do not come with the same health and environmental concerns that meat does, it’s pretty clear the future of protein is, indeed, plant-based.

Unlike the many veggie burger options that can be found in the frozen foods aisle at grocery stores and increasingly, the menus of most restaurants, Impossible Foods is not targeting vegan and vegetarians; they are actively reaching out to meat-eaters and as the opening of their new facility tells us, they are succeeding.

If you’re looking to cut back on meat and dairy, we highly recommend that you check out the Food Monster App, which is available for both Android and iPhone. With over 8,000 vegan recipes (and over 10 new recipes added daily), you’re going to find something you love!

In-text image source: The Good Food Institute

Lead image source: Impossible Foods/Facebook 

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0 comments on “The All-Vegan Impossible Burger Will Be Everywhere Soon”

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Ro
21 Days ago

According to this article, they have synthesized the "heme" from soybeans. Apparently plants do use a similar molecule for energy transport as the heme found in the blood of animals. Hopefully this is not a case of Soylent Green. http://www.businessinsider.com/impossible-foods-meatless-burger-how-its-made-2016-10/#you-wont-find-heme-in-specialty-food-stores-impossible-foods-looked-into-collecting-it-from-the-heme-rich-nodules-on-soybean-roots-but-discovered-it-would-require-ripping-up-millions-of-plants-to-collect-enough-heme-for-production-8


Reply
PhatUnicorn!
6 Months Ago

And Jim Crockett is wrong - it does come from COWS: http://www.nbcnews.com/science/lab-grown-meat-here-will-vegetarians-eat-it-6C10830536


Reply
PhatUnicorn!
6 Months Ago

I think it\'s disgusting. It\'s still made of MEAT - where do you think they get the cells they make it from - they HARVEST IT FROM LIVING COWS. No real vegan will ever support these. :(


Reply
moonlit
28 Mar 2017

Not true this burger is not made of any animal products unless of course you think yeast is an animal!

sandcanyongal
6 Months Ago

Most people are die hard meat eaters. Every meal has animal flesh in it, breakfast, lunch and dinner. A hamburger that looks like meat is just fine. I don\'t eat anything with a face but not put off by something that\'s a look alike meal.


Reply
winifred
6 Months Ago

Eeeewwww!


Reply
Dr. Smallberries
6 Months Ago

20 years? Try two years. The world is changing fast.

-DrS.


Reply
Janeth
6 Months Ago

Heme is extracted from BLOOD- yes, that red stuff coursing through your veins. it\'s a non-protein compound of Iron (Fe), that gives blood it\'s rich red color by sending it O2. Heme is a porphyrin a heterocyclic macrocycle organic compound. It\'s composed of 4 modified pyrrole subunits that connect at the carbon atom by methine bridges (=CH-) Originating from a "parent" porphyrin is a porphin. Heme has an iron atom at its center. A free valence electron of the iron atom binds to the hemoglobin molecule, while the other is available for binding to an oxygen atom, causing blood to turn red. The chemical formula for it is C 34 H 32 Fe N 4 O 4. The reason the Impossible Burger bleeds, looks like and smells like ground beef is because it\'s derived or contains animal blood. Google it. Just have a real quality burger if you want one. Don\'t be a hypocrite vegetarian and eat this crap. It\'s gross. Veggies do not bleed.


Reply
Jim Crockett
24 Mar 2017

Incorrect - heme can be either but their cource is plant based. Read the details before jumping in.

moonlit
28 Mar 2017

“heme,” a compound extracted from yeast that gives color to red meat. Not blood, yeast! Look up THIS burger and you will see.

Seth Tyrssen
6 Months Ago

If I could get a a pack at my local supermarket, I would. I went veggie in response to animal cruelty.


Reply
Sophia
6 Months Ago

I don\'t think it is a bad idea at all. It might be a great way for meat-eaters to be introduced to the versatile flavors of vegetarian and vegan foods.


Reply
brad maloney
6 Months Ago

Although my plant based journey has taken me ultimately to a desire to eat cruelty free and enviromentaly responsible, My origanal goal was to be healthy. Coconut oil and Heme are not healthy. That said, I applaud and support this product for those who care more about animals and the environment than their own health.


Reply


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