Impossible Foods has launched through almost 200 grocery stores across Singapore and Hong Kong as the US-based plant-based meat pioneer moves from focusing on the food sector to the consumer market.
The company’s flagship product Impossible Beef Made from Plants went on sale yesterday in about 100 FairPrice stores across Singapore following its adoption by nearly 500 restaurants across the city state. It can also be ordered from Lazada’s RedMart. In Hong Kong, the product will be stocked by about 100 ParknShop stores.
The launch of the faux-beef burger patties in the two markets is the first time Impossible Foods lines have been available for consumer purchase outside the US.
“After seeing how much Impossible Beef has been enjoyed around the country in our restaurant partners’ dishes, we can’t wait for home cooks to experience the magic of the product in their very own at-home culinary creations,” said Jordan Sadowsky, director of global expansion at Impossible Foods, referring to the Singapore launch.
Based in California’s Silicon Valley, Impossible Foods was founded in 2011 by Patrick O Brown, a professor at Stanford University, to create nutritious alternatives to meat and dairy products from plants, with a taste similar to real beef, yet a much smaller environmental footprint than meat from animals. Investors including Bill Gates, Google Ventures, Mirae Asset Global Investments, the Open Philanthropy Project, Sailing Capital, Temasek, UBS, and Viking Global Investors have since come on board and the company now has a worth estimated at US$4 billion.
In Singapore, Impossible Foods has quoted research from Kantar showing that 84 per cent of local consumers now cook at home at least once a week and 50 per cent are conscious of the environmental impact of their food consumption. Furthermore, 44 per cent of Singaporeans say they now consume plant-based meat at least once a week or more.
Impossible Beef is sold in 340gm packs with a RRP of SG$16.90 (AU$17.60) in Singapore and $HK89.90 in Hong Kong.
The company has just launched a cookbook featuring recipes using its ‘beef’ which is sold through mainstream bookstores and online.
Meanwhile, in the US, Impossible Foods is researching a milk alternative that might appeal to consumers put off by current plant-based alternatives.
According to CNN, the company wants the beverage to taste like the real thing and capable of foaming for hot drinks.