Saturday, January 12, 2019

The Impossible Burger 2.0

Image credit: Kyle Field/CleanTechnica

Last Tuesday, American company Impossible Foods presented the "next-generation” plant-based faux burger at the world's biggest consumer electronics show taking place yearly in Las Vegas, USA – marking the first time ever that a food product was given an exhibit at CES 2019. 

And it seems that everybody is going gaga over a vegan patty of fake meat. 

Tech publisher Digital Trends named the Impossible Burger 2.0 “Top Tech of CES 2019”, with emerging tech editor Drew Prindle defining it “a triumph of food engineering”. 

“By shrinking the flavor gap between real meat and fake meat, Impossible is making it easier for everyone to make more environmentally conscious food choices, and that's a big deal”, said Prindle. 

“Animal agriculture is the number one cause of environmental destruction in the world, so reducing humanity's consumption and cultivation of meat is arguably one of the most effective ways that we can combat climate change”. 

Similarly, technology blog Engadget heaped a trio of awards on the said product: “Most Unexpected Product”, "Most Impactful Product" and "Best of the Best" with senior editor Nicole Lee celebrating it as “a burger that could truly wean people off their meat lust”. 

Though Impossible Burger has been on the market since 2016, the product was given a recipe makeover and showcased as the version 2.0 at CES: The newest version contains no gluten, animal hormones or antibiotics, and is kosher and halal-certified. 

The burger is slowly and steadily gaining popularity. The Impossible Burger (right) is already sold at more than 5,000 locations in the US, including burger chains like Umami Burger, Bareburger and Wahlburgers. And White Castle becomes the first fast-food chain to debut the newest recipe at restaurants in Las Vegas. 

Product rival Beyond Meat, also a plant-based faux meat, is sold at A&W restaurants across Canada and at retailers like TGI Fridays, Target and Safeway in the US.

Non-meat meat is here to stay! Data from Nielsen and the Plant-Based Foods Association shows that sales of plant-based meats rose 24 percent in 2018, whereas sales of animal meats only grew by 2 percent in the same period.

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