Impossible Foods moves into international market

by MEAT+POULTRY Staff
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HONG KONG – Diners in Hong Kong will now have the opportunity to experience “the impossible.” Impossible Foods, the maker of plant-based meats, announced its entry into the Hong Kong foodservice market. The Impossible Burger will be available at three restaurants in Hong Kong: Little Bao, Happy Paradise and Beef & Liberty.

"We're humbled to launch with spectacular chefs in one of the world's most dynamic restaurant hotspots," said Patrick O. Brown, MD, CEO and founder of Redwood City, California-based Impossible Foods. “We're confident that Hong Kong – Asia's crossroads of ideas and influences, both modern and traditional – will be home to the most innovative Impossible recipes yet.”

The Impossible Burger, which was developed in 2011 by Impossible Foods, is formulated to look and taste like conventional ground beef but is made from plant ingredients. The use of a soy root-derived molecule called “heme” gives the burger its key beef-like attributes, according to the company.

The company also recently agreed to terms with White Castle, which is putting sliders on the  menus of its restaurants in New York, New Jersey and Chicago.

Impossible Foods produces the plant-based burgers and other products at the company’s 68,000-sq.-ft. production plant in Oakland, California. Impossible Burgers are appearing on mainstream restaurant menus across the country as well as at fine-dining restaurants in New York, San Francisco, Houston and Las Vegas. The company also is pursuing non-commercial foodservice sales targeting universities, company dining halls and other institutions.

Read more about Impossible Foods in MEAT+POULTRY’s April issue.

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