The plant-based Impossible Burger has been updated and improved according to it makers - who revealed it will be launching in stores later this year.
Impossible Foods, which was founded in 2011 by Stanford biochemistry professor and former pediatrician Dr. Patrick O. Brown, makes meat directly from plants, creating a smaller environmental footprint than meat from animals. Its flagship product is the Impossible Burger, which is available in more than 1,000 restaurants across the US.
The high-tech company showcased the 'Impossible Burger 2.0' at Las Vegas' International Consumer Electronics Show (CES) - and posted about the patty on social media.
"Introducing The NEW NEW Impossible™ Burger. Newer, Tastier and juicier than ever," the company wrote, adding: "We're excited to be launching into US grocery stores later this year. Stay tuned for more details to come!"
According to Impossible Foods, the new burger has been created for use in any dish containing ground meat and retains its juiciness and texture however it is cooked - contrary to the first version which was designed to be cooked as a patty in restaurants.
In addition, the new version contains the same amount of iron and protein as a comparable portion of ground beef, but only 13g of fat and 240 calories per serving (compared to 23g of fat and 290 calories in a standard beef burger).
"In addition to taste tests with consumers conducted by independent researchers, Impossible Foods' own flavor scientists and sensory experts conduct at least 100 internal taste tests per week," said Impossible Foods Chief Science Officer Dr. David Lipman.
"We are relentless in our quest to consistently improve the Impossible Burger. The cow simply can't compete."
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Maria is the Editor of 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. She was previously the editor of 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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