Food tech startup Impossible Foods will make its debut in Asia in 2018 as part of a mission to begin its 'global expansion'.
The company - which is renowned for its plant-based patty that looks, cooks, and tastes like beef - will be introducing its flagship product to the Asian market, which COO David Lee dubbed as 'an important milestone'.
He told media outlet Fortune: "We’ve always known that our mission is global.
"We’re increasingly becoming aware that the demand for the Impossible Burger here in the United States pales in comparison to the amount of demand across the world."
According to Lee, Impossible Foods will be partnering with 'tastemakers' in Asia in a bid to understand 'locally how tastes can allow us to eventually be at scale'.
He added: "Asia is an important milestone, but frankly it’s only the beginning of our global expansion."
The move is the company's first foray into an international market.
Impossible Foods currently serves its plant-based burger in more than 300 restaurants in the U.S.
Diana is a London-based writer dedicated to bringing you the latest updates in ethical consumerism and plant-based nutrition. She is a recent media graduate with extensive journalistic experience, and writes in hopes of changing the narrative. You can follow Diana on Instagram and Twitter @dianalupica
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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