The plant-based Impossible Burger will launch on the menu of three of Hong Kong's leading luxury hotels.
As part of the patty's continuing presence in the region, it is now being served at Hotel ICON, Grand Hyatt, and InterContinental Grand Stanford.
Hong Kong is the first place outside of the United States to feature the Impossible Burger, which contains a plant-based 'heme' ingredient to give it the tang and juiciness of animal meat. It made its debut in Hong Kong last month at Chef May Chow’s restaurants Little Bao and Happy Paradise and Chef Uwe Opocensky's Beef & Liberty.
Dr. Patrick O. Brown, formerly a biochemistry professor and Howard Hughes Medical Institute investigator at Stanford University, is the CEO and Founder of Impossible Foods. He said: "We've been so pleased with the warm welcome and support of Impossible in Hong Kong.
"As our first market outside of the U.S., it’s been an illuminating experience to see such positive feedback from diners and we're really looking forward to launching next in some of the city's best hotels and restaurants."
The Impossible Burger is currently served in nearly 2,000 restaurants across the United States and Hong Kong, including independents and budget chain White Castle. According to the brand, the patty is usually served as part of a burger, but the 'meat' can adapted into a wide range of dishes, including dumplings, noodle bowls, tacos, meatballs, and breakfast sandwiches.
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Maria is the head of written content for Plant Based News. A former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.
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