The Impossible Burger - by plant-based meat manufacturer Impossible Foods - has made the cover of this month's issue of popular mainstream magazine New Scientist.
The enclosed feature - titled The fake burger test: Could meat made of plants ever fool you? - included review and discussion of the product written by meat lover, and New Scientist Chief News Editor Niall Firth.
Despite his being a frequent meat consumer - Firth sampled the product himself, and did not shy away from such controversial topics as environmental destruction, nutrition, and animal cruelty.
Explaining that the Impossible Burger is designed to satisfy meat lovers, Firth wrote: "That could be useful, because I am painfully aware that I should reduce how much meat I consume."
Firth wrote that the burger was 'surprisingly good' and closer to meat than he thought possible, but that 'it still wasn't the real thing'.
A colleague who joined him on the taste test, however, said: “This is the best fake burger I’ve ever had,
"The flavour is kind of like liquid smoke."
Firth described the plant-based burger as an alternative to meat, less the 'side order' of 'environmental destruction' that is inherent to modern animal agriculture.
Included in the article is a chart comparing the carbon footprint of a beef burger to that of the Impossible Burger, which emphasises the environmental advantages of the plant-based option.
Firth went on to highlight the increasing popularity of meat alternatives such as the Impossible Burger and Beyond Burger - a similarly explosive product with a true-to-meat approach.
He noted that while lab meat is a hot topic, manufacturing is still very expensive and that 'none of the companies seems close to a commercial launch', which may make the plant-based burgers a more viable option for those moving away from eating animals.
Firth maintains that despite the ethical advantages of plant-based products, he will continue to eat meat.
However, after mentioning the differences in taste, he added: "But, for the sake of my conscience, that is probably a compromise I'd be prepared to make, at least some of the time."
Emily Court is a passionate ethical vegan from Eastern Canada. She is a Challenge 22 Mentor, Digital Writer, and experienced animal advocate driven by issues of animal liberation and social justice. She studied at Dalhousie University, where her thesis highlighted intercultural and gender relations. She is an established public speaker, writer, and world traveller with a drive to provide a voice to those who might not otherwise have one. You can follow her on Instagram @emily.j.court or on Twitter @_EmilyJCourt_.
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.
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